Thrive Senior Living: Playing Favorites and You Can Do Better by My Friend's Nephew

The headlines featured in two new campaigns for Thrive Senior Living use biting humor to encapsulate what it means for seniors and caregivers to address new living conditions.

‘You Can Do Better’ speaks directly to older adults looking to move into an independent living home with lines like “You are his third wife. Tip the inheritance in your favor”; and “They built you a mother-in-law suite. Too bad it comes with a son-in-law.”

‘Playing Favorites’ is targeted to adult children who are primary caretakers, and plays up having close relationships with your elders with blunt statements like “Thrive won’t hurt your chances at getting the Tiffany lamp you and your sister both want”; and “There’s a very good chance she could leave it all to the dog. We’ll give you a leg up.”

The work, created by Atlanta-based agency of record My Friend's Nephew (MFN), represents Thrive’s first-ever brand campaign with the goal of cutting through industry clutter and ultimately growing the business while impacting cultural mindsets around senior living.