“Don’t let schooling get in the way of a good education,” may seem like an odd inspiration for a school marketing campaign, but the famous Mark Twain quote fit perfectly for St. Bonaventure’s College in St. John’s.

“That quote resonated with me during our strategy sessions,” said Target creative director TJ Arch in a release. “We wanted to capture the essence of their approach to education, which emphasizes the depth and breadth of knowledge students acquire throughout their experience at the school.”

The campaign, “What did you learn today?” will run through June, including online video, digital display, social media, and out-of-home. Creative features real students and staff, showcasing the St. Bonaventure’s Jesuit tradition of education that encourages compassion, curiosity, and critical thinking, with curriculum that develops students who are engaged in global citizenship, community, and the arts.

The 80-second anchor spot features students and staff singing (to the tune of “Ode to Joy”) about the wide range of activities and programming stretching far beyond the three Rs.

“We want to ignite a passion for learning and a curiosity for the world, first and foremost,” said Stephen Handrigan, president of St. Bonaventure’s College. “And what we’ve found is that academic success will surely follow.”