National U. Goes on Attack in Amazon Campaign

National University strives to make a clean break from familiar college traditions in a new campaign by Amazon Advertising.

The work is the agency’s first for the client and is due to break Aug. 5 in newspapers and on the radio in California.

Gone is the old tagline “Learn to succeed,” which sounded too “remedial,” as one agency source put it. Instead, the ads use bold headlines with a confident attitude and an element of swagger.