Verizon has recently launched a campaign to promote their new innovative learning programs that are helping students in hundreds of schools across the U.S. The programs provide free access to technology and internet, while placing a focus on STEM (science, technology, engineering and mathematics) careers. The ad for this new initiative features athletes and celebrities from LeBron James to Adriana Lima saying “we don’t need more” people like them. Instead, they want young students to aspire to fill the vacancies in the STEM fields, as doctors, scientists and engineers.
Verizon’s latest ad is a bold push for a unique effort. Instead of selling a specific product, the ad promotes the company’s position as a major force in the world of technology and innovation, while highlighting their own corporate goodness. With the unexpected element of the well-known athletes and celebrities encouraging children not to be like them, the ad is a refreshing display of brand confidence. In a culture dominated by celebrity, it’s nice to have the fundamentals back in the spotlight.