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Creative Works Advertising

AARP empowers its members with new rallying cry and campaign starring spoken word artist J Ivy


By Kyle O'Brien, Creative Works Editor

March 16, 2018 | 3 min read

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.

J Ivy for AARP

J Ivy for AARP's latest campaign

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.

“‘Take On Today’ is meant to be an empowering rallying cry, with special meaning for people 50-plus, who are trying to navigate the many transitions in this stage of life,” said Barbara Shipley, senior vice president of brand integration, AARP. “For the millions of Gen-Xers and Boomers who have no doubt heard of us, what we do and why we do it may surprise them. These ads are one way we are working to spotlight the real value we create for people in their day, their life, and in the wider world.”

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 the cadence of his 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.”

Both commercials will run in early morning and prime time shows on major networks and cable channels.

AARP worked with Grey New York to create the integrated campaign that includes broadcast, online video, social media, digital, public relations and special events. It will appear across AARP’s communications channels, the AARP website and magazine.

The new campaign updates previous efforts by AARP, including ‘You Don’t Know AARP,’ ‘Tougher Than Tough’ and ‘Ace Your Retirement.’

AARP: Take On Today by Grey New York


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