The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Agency: Ad Council
Client: AARP
Date: Jun 2018
Your Vote
4/5
Overall Rating
0/5
Opps, please vote again
0 votes

To help address America’s retirement savings shortfall, AARP and the Ad Council have joined forces with global content leader Lionsgate to create a new public service advertisement (PSA) featuring characters and footage from the upcoming film Uncle Drew from Lionsgate’s Summit Entertainment label.

The new PSAs are the latest extension of AARP and the Ad Council’s Savings for Retirement campaign, which encourages Americans in their forties and fifties to visit AceYourRetirement.org for a personalized action plan.

Uncle Drew, in theaters June 29, tells the story of an iconic 75-year-old streetball legend, played by basketball superstar Kyrie Irving, who is known for his amazing handles and ability to get to the rim. The PSA reminds viewers that just like Uncle Drew aces his basketball game, they have what it takes to start acing retirement.

“We’re delighted to be working with one of the nation’s leading organizations, AARP, and the Ad Council in their important and timely campaign,” said Lionsgate Senior Vice President of Global Partnerships and Promotions Paula Kupfer. “We’re proud that our content and characters can support their messaging because Uncle Drewtruly demonstrates that you can do what you set your mind to do.”

In keeping with the encouraging tone of this campaign’s PSAs, the Uncle Drew spot celebrates the financial milestones and personal successes many viewers have already aced — from their dream ride to their dream vacation — and urges them to “make your retirement as legendary as you are.”

The new PSAs will run in donated time and space, per the Ad Council’s model. They are available in TV, outdoor and print formats nationwide.

Credits

AARP

Ad Council

Lionsgate