Ad [CAMPAIGN] of the Day

Lately, I have been opening my eyes to the different facets of the advertising world.  We no longer live in a time where you can graduate and work for your dream company and conquer the world in two years.  So, I have been looking into industries other than consumer goods and into health and higher education.  They offer a stimulating challenge.  

How do you make joint pain drugs seem interesting, health care compelling and online college classes appealing? 

Kaplan University has taken the challenge and succeeded in a big way.  In January of 2009, they launched their "Talent" campaign. I say this is extremely successful because A. it's still running during prime-time and B. I watched it and looked it up when I don't even need a college.  That's what I call success... making the consumer THINK they need something. 

Most people think of education commercials as the classic, dry ITT Tech ones with images designed for past decades and unappealing, "uplifting" messages:

Yeah, he looks like a guy I want to go to school with, NOT.

Thank goodness for advertising people who will take any client and shine.  They haven't gotten too snooty and interested in Super Bowl spots and billion dollar contracts.  The Kaplan commercial is definitely inspiring. 

They created a whole campaign around TALENT that encourages people to recognize the new world of learning - where age is just a number, environment is not a definite and knowledge is truly limitless.

Kaplan claims to be a "different school of thought" and proves it through advertising.  

The press release for this reinvigorated educational advertising campaign can be found here.  ( Note: regular people may find this boring.  Ad people should look to see a very well-written strategy turned release.  I am saving this one!)

All of the commercials can be found here.  My favorite is called "Desks" where traditional desks are seen in various settings and Kaplan's recognition of learning without boundaries is narrated.  "Where is it written that the old way is the right way" introduces these astounding images.    

Congrats Kaplan.  You not only increased enrollment, you empowered people seeking higher education and gave advertising schmucks a run for their money.