The University of Otago launched its "Take Your Place in the World" advertising campaign in July, replacing the previous "Get Over It" campaign, which ran for eight years.
Hot on the heels of the Otago television launch, the University of Auckland released its "Make Your Mark on the World" television campaign.
University of Otago marketing and communications director Virginia Nicholls said the university was aware of the Auckland catchphrase and the similarity was merely a coincidence.
It was a matter of personal taste who had the better campaign "and, in the end, it is up to the viewers to decide", she said.
The television campaign was just one element of the communication programme, which included publications, website, information nights, expos and alumni, she said.
University of Auckland senior communications adviser Bill Williams declined to comment on the similarities with the University of Otago slogan.
"We do not comment on the merits of other universities' advertising campaigns," he said.
The University of Auckland began its campaign in August 2007, updating its previous "Celebrate Thinking" campaign.
Both universities declined to comment on their respective advertising budgets.
The "Make Your Mark on the World" television campaign featured interviews with former students, while the University of Otago "Take Your Place in the World" campaign featured students at the campus and a pop song.
Zephyr WPD partner Robert Coulter, of Auckland, said the advertising agency was proud of the Otago campaign and the similarity with the Auckland campaign was "a coincidence".
"We worked on the campaign for over a year and I am sure they did as well . . .
"Despite the similarities of the slogans, they had different meanings," he said.
"Auckland's is about promoting success, and Otago's is about achieving enrolment results."
