University of Phoenix Taps WWII Icon Rosie the Riveter to Inspire Working Moms

180LA pays homage in 'We Can Do IT'

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For its latest spot promoting for-profit institution University of Phoenix, 180LA turned to a ubiquitous symbol of American working women dating back to World War II: Rosie the Riveter.

In the animated 60-second spot, Rosie fulfills her usual role as an inspiring feminist icon. When a tireless mother sees the classic “We Can Do It” poster packed in a box after automation forces her out of a factory job, she decides to pursue a bachelors degree in information technology at the University of Phoenix.

Set to a cover of The Cranberries’ “Dreams,” the spot concludes with the woman at her new job, where she writes “IT” over the original “It” on the Rosie the Riveter poster hanging above her desk to hammer home the spot’s message in our increasingly mechanized age.

The ad, which made its debut during Monday’s finale of NBC’s The Voice, concludes with the “We Rise” tagline 180LA introduced with its

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WORK SMARTER - LEARN, GROW AND BE INSPIRED.

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