Lumen is doing what the industry has failed to achieve – presenting over 50s the way they see themselves. That’s a good thing for Lumen’s business, which is its dating app for the over 50s. Let’s hope that it’s a good thing, by example, for advertising in general. There is a huge cohort of over 50s with money to spend.
The TVC is Lumen’s first for Australia and supports the brand’s continued fight against ageism, and challenging people’s perceptions of the over 50s.
The 30-second spot was created in-house and features over 50s dance troupe, Silver Classix Crew, performing Tron dance wearing LED suits.
Silver Classix Crew is the perfect embodiment of Lumen’s mission: to shine a light on the ‘invisible generation’; the over 50s who are young at heart but are not represented as such in the media. The group, which is Atlanta’s official 50-plus dance team, generates excitement for all ages to get involved in dance, live life to the fullest, and improve with age. Their enthusiasm for an energetic life after 50 has been carefully captured in the TVC to demonstrate that the vibrancy of life doesn’t stop at middle age.
The TVC follows Lumen’s recent expansion to the US, after launching in the UK in September 2018, and Australia earlier this year.
Charly Lester, co-founder and chief marketing officer of Lumen, commented, “Over 50s often cite that they are an invisible generation, with media and society in general often dismissing this dynamic and influential segment. Our new advertisement, starring Silver Classix Crew, seeks to raise awareness that over 50s are still full of energy and enthusiasm for life, and have so much to look forward to in their years ahead.
“We want to continue to empower over 50s by reminding the mainstream media that 50 isn’t the end, and in fact for many, it’s just the start of a journey of falling in love with oneself and maybe even someone else.”
Leslie Alison, founder, Silver Classix Crew, added, “We’re thrilled to star in Lumen’s first ever TV commercial. 50 is nowhere near the end of the road, as there’s so much fun yet to be had! As a dance instructor to over 50s for the last nine years, I have watched each of my students improve their skills and health with age, and have so much fun in the process. We love having the opportunity to share this message with the world, and support Lumen in their journey of empowering over 50s to find companionship, love and vibrancy for the rest of their lives.”