University of Phoenix Tries to Hush Haters With a Wry Rendition of 'If I Only Had a Brain'

Beleaguered school attempts to change the conversation

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After a brutal few years, the University of Phoenix is ready to rise from the ashes.

The largely online, for-profit school is trying to turn its struggling business around—while fighting negative perceptions of its programs—with a glossy ad blitz, one of its historic strengths. The centerpiece TV ad in the campaign, from 180LA, repurposes the classic Wizard of Oz tune "If I Only Had a Brain" (originally performed by an incredibly goofy scarecrow). The school's version, "More Than Brains," is a paean to the perseverance and intelligence of its students.

This is an effort to shift discussion away from negative perceptions about the University of Phoenix, which is under widespread scrutiny for shady business practices. The



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