The Challenge:

In the early 1990s, ABC launched a campaign to encourage Americans to return to school to advance their skills and enhance their opportunities. Words & Ideas was given the task of conveying that message in a compelling 30-second spot.

The Storyline:

In a small, but gracious American home, a young teenage son encounters his mother studying at the dining room table. He asks her why she’s putting in the effort, and her response is proud and profound.