4A’s Gives It the New College Try

The American Association of Advertising Agencies’ Western region is launching a campaign designed to spark college students’ interest in ad careers.
The pro bono campaign, expected to launch nationally next year, is the 4A’s initial industry image effort and will promote its first Introduction to Advertising course.
Hoffman/Lewis here created the work, tagged: “Everything you’ve ever done has prepared you for a career in advertising.”
Classes will originate at San Francisco’s Golden Gate University, and will be broadcast via interactive videoconferences to colleges throughout the West, according to the 4A’s.
The first phase of the campaign, a series of posters and pamphlets, will be distributed this month to 100 colleges and 200 ad agencies in the West. The 4A’s plans to break broadcast work and expand the course nationally in 1998.
The central character of the first print promotion is a young waitress named Karen. The ad jokingly explains how her experience watching sitcoms is great background “for a successful career in an ad agency’s media department.”