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

Date: Apr 2018
Your Vote
Overall Rating
Opps, please vote again
25 votes

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.


Client: Thrive Senior Living

Client Lead: Les Strech, President

Agency: My Friend’s Nephew

ECD: Josh Robinson

ACD: Rob Williams

AD: Guy Kirkland

CW: Cameron Day

Designer: Lauren Farmer

Strategy and Insights: Rachel Christopher

Account Director: Chad Thrasher

Account Supervisor: Megan Flaherty

Paddy Power: The Irish Are Coming

Added 21 February 2020
Overall Rating

Tecate: Mexico is in Us by Nomades

Added 21 February 2020
Agency: Nomades
Overall Rating

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.