University of Phoenix's Latest Ad Depicts the Uplifting Rise of an Immigrant Student

Schools Debuts Another Uplifting Tale

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University of Phoenix continues to inspire in its latest ad from 180 L.A. documenting the success story of Mexican immigrant Carlos Ramirez. After moving the the States, Mr. Ramirez struggled to help support his family, which included three siblings and two working parents. While he too worked full-time, he was able to earn a Bachelor's, and then a Masters degree in nursing from the school. Now, he's a PhD candidate, executive director of a home health company and teaches nursing students at a local college.

Directed by Peter Thwaites via The Corner Shop, the ad connects moments of Mr. Ramirez's life in the past and present through parallel sounds and images. For example, the younger Carlos studies at home and hears the beep of his microwave, which then cuts to the beeping of a hospital monitor at his job today. As he pushes a bin of vegetables through a field, the rolling wheels of the cart segue to those of a gurney being pushed through a hall.

"Carlos is just one of many incredible stories of University of Phoenix students that shows how adversity made them stronger," said Joan Blackwood, chief marketing officer at University of Phoenix in a statement. "Our students overcome obstacles and are willing to put in the hard work required to complete their education, often while raising a family or working a full-time job."

the ad is part of University of Phoenix's "We Rise" campaign, which debut with an anthem set to the classic "Wizard of Oz" track "If I Only Had a Brain" and has also included spots starring Arizona Cardinals player Larry Fitzgerald and Olympics basketball pro Gail Marquis.

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About

Credits
Date
Jan 04, 2017
Agency:
180 LA
Client:
University of Phoenix
Category
Latest Creativity News on Ad Age

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