AARP isn’t just an organization where older Americans find life tips and get discounts. The organization has unveiled a new multiplatform brand campaign called ‘Take On Today,’ empowering the over-50 crowd to take charge and stay active, no matter what they do.
According to a release, the new ads are designed to tell an inspiring story about possibilities and opportunities by showcasing the brand’s core purpose: to empower people to choose how they live as they age.
The first two national TV commercials feature someone who hasn’t quite reached the AARP membership age, J Ivy, a renowned performing spoken word artist, poet and author. The first spot is called ‘Disrupt Aging.’ Through his cadenced spoken word, Ivy leads a call to challenge ageist attitudes and stereotypes and join AARP to help create a society in which no one is limited by age.
The second commercial ‘Anthem,’ chronicles the possibilities as well as the uncertainties of our changing world and how AARP helps people navigate the second half of their life. Both spots end with the rallying cry, “Let's Take on Today. And Every Day. With AARP. Real Possibilities.”
Agency: Grey New York
Chief Creative Officer: John Patroulis
Executive Creative Directors: Linda Mummiani and Caitlin Ewing
Group Creative Director: Jon Sayegh
Associate Creative Director/Art Director: Vicente Jorge
Associate Creative Director/Copywriter: Trent Davidson
EVP / Account Director: Irene Little
SVP / Account Director: Alan Perlman
VP / Account Director: Jennifer Luongo
Account Supervisor: Lauren Berger
Production Agency: Townhouse
Townhouse Head of Integrated Production: James McPherson
Townhouse Integrated Producer: Jennifer Truss
Townhouse Music Producer: David Steinberg
Production Company (location): Partizan
Director: Michael Williams
Director of Photography: Darren Tiernan
Editor (person & company): Jai Shukla at Nomad
Music/Sound Design (person & company): Jody Nazzaro at Super Exploder
Principal Talent: J. Ivy