“Be remarkable” was the theme of an ongoing campaign to share the achievements and opportunities that define The University of Iowa.

In 2005, The University of Iowa contracted Iowa-based advertising agency Henry Russell Bruce to develop a campaign that would convey the University's vitality and value, attract promising students and faculty members, and raise the institution's statewide, regional, and national profile. The resulting Be remarkable campaign offers a concise message to promote the University and its component colleges, departments, and programs.

Advertising was one element of the campaign. But the Be remarkable tagline, themes, and images also appeared in University publications, web sites, and other communications venues.