Creativity

An Immigrant Great-Grandmother's Education Pays Off Over Generations in Heart-Tugger From University of Phoenix

180 L.A. Delivers Another Emotional Tale for Online Educator

By Ann-Christine Diaz. Published on Aug 08, 2017

Editor's Pick

The benefits of a higher education extend across generations in the latest heart-tugger from University of Phoenix and 180 L.A. The new ad opens on an elderly woman glancing lovingly at her newborn great-granddaughter as she recalls all her life struggles. She survived a war, immigrated to the States, overcame the language barrier, worked hard at a laundromat by day and studied into the wee hours to get her MBA. Those late nights continued in the office, when she sat alone at her desk toiling away to prove herself at work --- all of it paying off with a management position -- as well as her own office with a window.

As the scenes illustrate her toils and successes, the woman's voiceover reads a love letter to the smiling baby before her. "My great-granddaughter, you may never know me but when I look at you, I look back on my life and I know what it was for, so you could have the childhood they said I couldn't have, in the places they said I couldn't go, in the words they said I couldn't speak … But what if I struggled and sacrificed and swore I'd succeed so you could wake up one day with the choice to be anything you wanted? Well, then, my great granddaughter, it would all be worth it."

"University of Phoenix came to us with a true insight of not just having a purpose to graduate students, but to graduate families across the board," Eduardo Marques, executive creative director at 180LA explained in a statement. "That quickly resonated with us, brought back real memories and paved the way for this campaign."

With the theme of immigrant success, the ad also gives a timely wink at the ongoing immigrant issues in the U.S. under the Trump administration. Peter Thwaites directed the spot, via Cornershop. The film follows University Phoenix's animated film, a digital-age take on the Rosie the Riveter story.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Aug 08, 2017
Agency:
180LA
Chief Marketing Officer:
Joan Blackwood
Client:
University of Phoenix
Executive Creative Director, Marketing:
Jeff Preston
VP, Brand Marketing:
Monica Gaston
Sr. Director, Brand Marketing:
Tony Robson
Chief Creative Officer:
William Gelner
Executive Creative Director:
Eduardo Marques
Executive Creative Director:
Rafael Rizuto
Creative Director:
Wilson Mateos
Senior Copywriter:
Josh Hacohen
Senior Art Director:
Karine Grigorian
Head of Integrated Production:
Natasha Wellesley
Senior Producer:
Dominque Anzano
Group Brand Director:
Sandy Song
Brand Director:
Jillian Nalty
Associate Brand Director:
Alexandra Pickett
Account Coordinator:
Nicole Dezzutti
Strategy Director:
Kaleen Ogden
Director of Business Affairs:
Loretta Zolliecoffer
Production Company:
The Corner Shop
Director:
Peter Thwaites
Producer:
Jay Shapiro
Editor:
Conor O'Neill
Assistant Editor:
Rex Lowry
Senior Producer:
Michael Miller
Telecine:
The Mill
Colorist:
Adam Scott
Producer:
Liza Kerlin
VFX/Finishing:
The Mill
Flame Artist:
Steve Cokonis
Producer:
Marcus Speaker
Executive Producer:
Enca Kaul
Recording Studio:
Lime Studios
Mixer:
Loren Silber
Executive Producer:
Susie Boyajan
Music Production:
We Are Walker
Executive Producer:
Sara Matarazzo
Music Composer:
Jeremy Yang
Executive Producer:
Anna Hashmi
Head of Production:
Jessica Miller
Digital Creative Director:
Karan Dang

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.