This week, the university of Phoenix debuted a brand-new ad campaign — and it nearly seems tailor-made for anyone who’s tried to juggle the needs of family, a career, and an progressed degree. However the very first thing that has captured viewers’ fist is the haunting voice singing the school’s new anthem. That sings "If ns Only had actually A Brain" for college of Phoenix’s More than Brains campaign ad? The talented singer behind the spot has actually remained mostly a mystery, yet hopefully that’ll soon change.

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The university’s More 보다 Brains campaign pulled with each other mini-portraits that the lives of usual students — waiting tables, serving in the military, breastfeeding young children, commuting to the office — when they job-related toward earning an advanced degree online. But rather than emphasis on attracting prospective students, the college of Phoenix changed strategies in the brand-new spot, according to ad Week, opting rather to send a strong message to present students who might feel pressure to abandon their studies.

The new campaign came just days ~ the education agency that own for-profit college of Phoenix agreed to it is in purchased by personal investors for just over $1 billion, the New York time reported. The new owners have promised to assist lead a clean up of the for-profit education and learning industry. The college of Phoenix and others have come under hefty criticism recently for low graduation and also job placement rates as well as questionable recruiting and financial assist practices, according to the Times.


According come Ad Week, the new campaign was intended as an emotionally plea to present students, both come congratulate lock on having the focus to commit come an progressed degree and also to encourage them around the worth of a college of Phoenix level in the genuine world. The lyrics, set to a take it on the wizard of Oz track “If i Only had actually A Brain,” capture exactly how challenging it deserve to be to shot to juggle the all:

So my children don’t need to forage / got two work to pay a mortgageAnd I’ve additionally got a brain.Life’s short, speak is cheap / okay be functioning while you sleepStill don’t think I’ve gained a brain?You can try, I’ll execute it faster / i was born a multitaskerI was raised versus the grain.Took two bullets in the chest / acquired three kids, I never ever restAnd I’ve additionally got a brain.You think a resume’s sufficient / Will step up when things obtain toughDon’t you desire that kind of brain?A level is a degree / you’re gonna want someone favor meBut only if you have a brain.

But for plenty of viewers, the standout aspect in the 60-second video clip has been the haunting, soulful voice that seems to both commiserate through and challenge University that Phoenix students. According to Ad Week, the vocalist who likewise helped compose the lyrics behind the advertisement is a woman called Roarke v We room Walker, a Los Angeles-based music content company. Not much much more information is available about Roarke online, but an additional Ad Week story reported the the advertisement featuring Roarke is component of a larger project strategy developed by company 180LA to help the school burned its “diploma mill” reputation.

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So far, Twitter users have provided the campaign mixed reviews. While part love the anthem and also message, others wondered about the campaign’s “all degrees are equal” premise.


While the project is a fight or a miss out on is unclear, however the takeaway seems to be the viewers room pretty curious about the talented voice transferring the university of Phoenix’s message. The More 보다 Brains ad campaign started airing nationwide this week and is also accessible on YouTube. Here"s the complete clip: