4A’s Gives It the Old College Try

The American Association of Advertising Agencies’ Western region is launching a campaign to trigger college students’ interest in the field of advertising.
The pro bono work, expected to break nationally next year, is the trade group’s first industry image effort and will promote the 4A’s first Introduction to Advertising course.
San Francisco agency Hoffman/Lewis created the ads, which carry the tagline, “Everything you’ve ever done has prepared you for a career in advertising.” The agency is also handling the media buying and planning.
The central character of the print campaign is a young waitress named Karen. The text-heavy ads jokingly explain how her experience watching 1970s sitcoms is a great background “for a successful career in an ad agency’s media department.” The ad gives other examples of events that can prepare a student for the business.
“We’re looking forward to filling classrooms with future advertising professionals,” said Jerry Gibbons, executive vice president of the 4A’s Western region.
The first phase of the campaign, a series of posters and pamphlets, will be distributed later this month to 100 colleges and 200 ad agencies in the West.
TV and radio is in development, expected to be completed later this year. The 4A’s plans to break the broadcast work and expand the course nationally in 1998.