Check out this wonderful cinema-quality advertisement from CCAA, the Brazilian chain of English language schools – the biggest English-teaching organization in South America in fact – with over 400,000 students.
The big-name actors (did you ever in your wildest dreams think you’d see Mike Tyson in a commercial about learning English?), sky-high production values and humor on display go some way towards helping us understand how big a business English is in South America. But what it also does is to afford a refreshing glimpse of how industry players in other parts of the world sometimes show a far more playful, creative and emotion-driven approach to communicating English proficiency as a goal, as compared with the usual “prepare for your TOEIC (or other standardized test) so you can get a job” pitch seen all too often in Europe and Asia.
Whatever you think of CCAA itself as a school, from a pure communications point of view we could do with a lot more of this type of marketing from the English-teaching industry. Muito bom!
English Attack! website