I admit it. I’m a sucker for an aspirational* message. When it’s done well, that is. And the new-ish (launched January 6) Kaplan University Talent spot meets that criterion.

Here’s why I like it. Nearly all educational messages are aspirational in nature. And every-single-one-of-’em talks about change. I know, because I’m guilty of contributing to that stereotype.

However, the message is generally aimed differently: Education will change YOU. A two-year degree will change YOUR life forever by preparing you for an illustrious career as a chimney sweep. Etc.

The change in this message follows a different path. And really, is the secondary message to this idea of Talent. This spot admits that while YOU may be changed, it is the UNIVERSITY that needs to change to adapt to you. It’s refreshing and true. Some of the most talented designers, technologists, programmers and UI specialists I’ve met are without a college degree, or at least, a degree in their field.

Perhaps another reason this resonates so well with me is that I recently started a non-traditional master’s program (through Gonzaga; I have no affiliation with Kaplan). Or maybe it’s just because James Avery (AKA, Uncle Phil, from the Fresh Prince of Bel Air) is the main actor. Who knows?

The Talent campaign also features a second, more abstract 1:00 spot and a series of 0:15 spots. There’s an informative, but rather blandly designed, campaign page (loads after watching the video). Creative work by Ogilvy & Mather, which laid off 10% of its U.S. staff one day after the launch of this campaign.

* “Aspirational” is one of those made-up advertising words. You’ll find “aspire” or “inspirational” in a dictionary, but likely, not “aspirational.” However, if you walk around an agency’s strategy or creative departments for five minutes, you’ll hear this word used no less than 43 times. I promise.