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.