• by Larissa Faw , June 4, 2020

University of Arizona is continuing its on-going “Wonder Makes Us” brand campaign with a new spot designed to address the uncertainty and optimism happening during the COVID-19 crisis.

The creative, developed with Endeavor’s 160over90, opens with a voiceover of school President Dr. Robert C. Robbins discussing overcoming adversity before cutting to clips of students sitting at home singing “My Song” by Labi Siffre intermixed with images of first-line responders.

The spot airs online and across U. Of A. social channels. The 30- and 15-second spots are also running in paid media online through the end of July.