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December 6, 2023

Post Univ.’s new national ‘tongue-in-cheek’ ad campaign aims to raise school’s awareness

IMAGE | CONTRIBUTED A still image of a cheese sculptor from Post University’s new advertising campaign.

Want to make a career out of sculpting cheese? Or maybe you have attractive ears and want to leverage them to model earrings?  Perhaps you want to be a pet psychiatrist?

Post University says if eccentric jobs like these are your goal, then the school is not for you.

The Waterbury-based university says it recently launched a new “lighthearted” nationwide ad campaign in an effort to attract students.

The campaign, which debuted Dec. 4, pokes fun at unusual jobs, such as cheese sculptors, to promote its degree and certificate programs in more traditional and common fields, such as business and nursing. 

The 30-second commercials feature five different “nontraditional” career paths, according to Post. In addition to cheese sculpting, ear modeling and pet psychology, there are also commercials focused on ghost hunting and dialect coaching. 

While some people have managed to forge careers in these fields - “Ghost Hunters” is a popular television show for example - demand isn’t as high as it is for more traditional careers like health care.

Post University President and CEO John L. Hopkins said the campaign aims to be different from typical advertising campaigns for universities, which he said often feature images of students posing with textbooks in lecture halls.

Post hopes the campaign will bring attention to its 50 degree and certificate programs.

“We hope to inspire students in a tongue-in-cheek way to garner awareness of diverse career paths within strong and continuously growing fields of business, healthcare, education and nursing,” Hopkins said.

The campaign will run on major broadcast networks including ABC, CBS and NBC, and the university is also targeting platforms such as YouTube, Max (HBO), Paramount + and iHeart Radio.

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