University of Phoenix highlights, in a new commercial, that it guarantees a fixed affordable tuition from start to finish so that you can achieve your dreams without worrying about tuition hikes.

“What is a university could lock its tuition? From your first dream to your first dollar. From between shifts and after hours. From the struggle to the reckoning. To the moment you sit in that auditorium and realize that your whole life is about to change. What if a university could guarantee fixed affordable tuition from your first class to your last?”, the voiceover says on the 30-second spot, which features students of various ages and backgrounds studying between their working shifts, before and after their working hours. Even a young mother is seen holding her sleeping baby with one arm at her chest and writing at her laptop with the right hand.

The ad also highlights that, in order to start class February 20, you should register by February 14 and that classes start monthly.

In August 2017, University of Phoenix launched an emotional commercial from agency 180 L.A., aimed at illustrating the idea that the benefits of a higher education extend across generations. A woman recalls, looking at her newborn great-granddaughter, all her life struggles and reads a love letter to the baby, who will have the chance, thank to her great grandmother’s efforts, to be anything she wanted.