Welcome to vol II of our Spot On series in which we highlight what’s new and cool in the world of commercials outside of Tongal, diving into why a piece of creative works for the brand and for consumers, and what Tongalers can learn from it. Check out our first iteration for background. Now then, let’s get to it:
If you’re like me, the end card may have come as a total surprise. Say what you will about your preconceived notions of the university’s credentials, they did just about everything right when it comes to rebranding with this pointed piece of content.
Why It Works
To put it simply, it’s cinematic. You’re immediately drawn in by the photography, lighting and design. It has the look and feel of a film, not a shiny commercial (and certainly not a boring “technical school” awareness spot). You ask yourself, “What is this?” From the first shot, you’re hooked.
The voice over of a letter to a yet-to-be-born great granddaughter deserves high praise. Great voice overs add to scenes, bad voice overs explain scenes. The voice over in this piece is a poetic addition to the story being told on screen; it assumes the audience is intelligent, not needing an explanation of what they’re looking at.
It pulls at the heartstrings of what a majority of a nation of viewers may actually be feeling at this very moment, what it means to be an American and why an education is a great luxury we should take advantage of. It takes you through a lifetime in 60 seconds, which has been done a million times before, but somehow feels authentic here.
But perhaps the only example we need to give of why this spot works is at the end you think, “Whoa, that was for University of Phoenix?”
What You Can Learn
One of the best creative decisions (and likely difficult one for higher ups to approve) University of Phoenix makes here is to save the branding for the end. You’re shocked by the end card and it helps leave a lasting impression. They’re going all in on the story, and if you agree with the sentiment of this story then you align with the values of University of Phoenix. That’s a win we can all learn from.
Which reminds me -- story first! The story here is both timeless and hyper relevant. Call it luck, call it strategic; the fact is story is and always will be king, especially when it pertains to Broadcast and YouTube executions.
Now for some social execution notes to keep in mind… If you go back and watch the spot again, take note of the framing. It’s not framed like a typical film with one side of the image being favored. Almost all of the action takes place in the center of the frame, yet it doesn’t feel unbalanced. What does this mean? It means it will translate well to Facebook and other social channels. That’s also why the voice over is a smart choice, leaving it open to subtitle executions without sacrificing the story.
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What did you think of this spot? Which ad should we tackle next? Tell us all about it in the comments below.
I love how University of Phoenix didn't shy away from current events and shows what an impact an education can have. Nice find, Nolan!!
