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Touching University of Phoenix Ad Takes Us Through Generations of Education

180LA launches powerful campaign directed by Peter Thwaites and produced by The Corner Shop

Touching University of Phoenix Ad Takes Us Through Generations of Education

"A college degree doesn’t just change you." This is the fundamental sentiment expressed in the latest integrated brand campaign by 180LA for University of Phoenix that shows the positive impact on not only those who earn a degree, but also on their family, friends and their communities.

“University of Phoenix students overcome obstacles because they believe education has a profound ripple effect,” says Joan Blackwood, CMO, University of Phoenix. “Their struggle and their sacrifice – all so that those around them can live better lives – is both beautiful and inspirational.”

The brand push launched August 7th and includes broadcast, digital video, radio, social, and banners that inspire current and prospective students to go out and change their lives for the next generation.

The 60-second TV spot - To My Great Granddaughter – tells a relatable tale of a woman who immigrates to the United States, overcomes obstacles and earns an MBA, opening the door for future generations to succeed. The TV spot was directed by Peter Thwaites and produced by The Corner Shop, who also created the first TV spot 180LA created for University of Phoenix, 'More than Brains.' The spot was edited by Exile’s Connor O'Neill.

"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,” says Eduardo Marques, Executive Creative Director at 180LA. “That quickly resonated with us, brought back real memories and paved the way for this campaign. It was collaborative in a profound way, which is why we think it works. It’s generational.”

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Advertiser: University of Phoenix

Chief Marketing Officer: Joan Blackwood

Creative Agency

Creative Agency: 180LA

Executive Creative Director: Eduardo Marques & Rafael Rizuto

Chief Creative Officer: William Gelner

Senior Art Director: Karine Grigorian

Senior Copywriter: Josh Hacohen

Account Management: Nicole Dezzutti

Head of Integrated Production: Natasha Wellesley

Brand Director: Sandy Song, Jillian Nalty, Alexandra Pickett

Senior Producer: Dominque Anzano

Strategy Director: Kaleen Ogden

Production Company

Production Company: The Corner Shop

Director: Peter Thwaites

Producer: Jay Shapiro

Head of Production: Anna Hashmi


Edit Company: Exile

Editor: Conor O’Neill

Edit Assistant: Rex Lowry

Senior Producer: Michael Miller

Executive Producer: CL Weaver

Head of Production: Jennifer Locke

Post Production / VFX

Post Production Company: The Mill

Colourist: Adam Scott

Producer: Liza Kerlin, Marcus Speaker

Flame: Steve Cokonis

Executive Producer: Thatcher Peterson, Enca Kaul


Composer: Jeremy Yang

Executive Producer: Susie Boyajan, Sara Matarazzo

Sound Mix: Loren Silber @ Lime Studios

Music Production: We Are Walker

Category: Corporate and social , Education

Genre: People , Storytelling