A trend to watch: Oldvertising

Daisy Doctor
By Daisy Doctor | 13 July 2017

This is a free excerpt from AdNews print magazine July edition. You can download a digital version of AdNews and subscribe to the premium print edition here.

Globally, brands are changing the way they portray seniors. Gone are the days of crippled grandmas sitting on the porch, knitting and telling children to stay away from the garden.

Now, this exhausted and marginalising stereotype is being challenged by a new type of advertising: oldvertising.

Here's what Marcel Sydney creative director Bridget Jung, Publicis Groupe MD Simone Waugh and Taste co-founder Genevieve Clay-Smith think of commercials featuring full-bodied, energetic older people.

Jung: "Including seniors is an important first step in a more diverse advertising landscape, but there’s room for this to be pushed further and to challenge stereotypes around age."

Waugh: "It’s an interesting time for brands talking to the over−50s. The danger is making it up and showing clichés from ‘best time of life’ through to ‘rebellious time of life’."

Clay-Smith: "I am a big advocate of media being more diverse, inclusive and deliberate in casting people of all different walks of life in campaigns."

1. Like a Boss - Airtasker, U Don't Know Us (UDKU)

2. Do Be True To You - Pandora, McCann London

3. Unlimited Youth - Nike, Wieden & Kennedy Portland

4. Be More Human - Reebok, Venables Bell & Partners

5. Welcome to Life After 50 - SunLife, Mother London


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