The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Client: AARP
Date: Mar 2018
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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.”

Credits

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