Campaign: University of Phoenix “More Than Brains”
Why We Love It: We always love a catchy tune re-purposed, but more than that, it’s the little moments that help this spot hit home. Anyone who has worked to better themselves — who’s dreamed of what’s possible — can relate to the characters in this spot (reading while others sleep…closing down the library…getting doors shut in your face…), and they break the fourth wall to give you that knowing look, acknowledging that they know what you know.
It’s simple but powerful — each person’s vignette is ten seconds or less…some as short as three, but each has it’s own emotion to it — getting the kids ready in the morning, caring for the needs of an elderly loved one, breastfeeding in a diner. 180LA also kept enough of the original song intact to keep it recognizable, but swapped in some lyrics that resonate.