These spots were originally created to air the 2011 Bridgepoint Education Holiday Bowl but were able to be utilized well past that. We focused on two primary audiences: the parent and the military student.
In talking to students, we had found that many of them wanted to complete their degree not only for themselves but for their family - setting an example for their children to follow.
For the military-focused piece we spoke to the soldier who was looking past their time in service. We did not want to be dismissive of their accomplishments so we showed how their Ashford degree works hand-in-hand with their military experience.
Agency: Morris Communications