How many ads have you seen that are “aimed at” 80 year olds?

Baumann Ber Rivnay/ Saatchi& Saatchi Advertising has been producing some rather spectacular work all year.

We Don’t Want You Here is advertising mastery. It takes hold of the puppet strings of its audiences’ emotions and uses them deftly to get its message into both their heads and their hearts – the latter being where action will ignite.

Cofffee Shot Wakes You Up is hilarious. It’s also an ad that stands apart to be noticed in that noisy crowd called FMCG.

And now BBR/S&S has produced an FMCG campaign that both stands out in a cluttered market and imprints its message on your heart. The ad is for Elite Confectionery’s Cow Chocolate.

You see, it’s Cow Chocolate’s 80^th anniversary. But BBR/S&S is not running an ad with the brand’s 80^th as its focus. Anniversary ads are a dime a dozen in FMCG. But ads aimed at 80 year old consumers are not. 80 year olds are no ad’s target market. Except this one. It’s not all about this marhet being especially brand loyal. 80 year old consumers have children, grandchildren and great grandchildren who are all the brand’s now and future source of income.

So Cow Chocolate threw a lot of surprise 80^th birthday parties. Flew relatives in from all over the world. Fulfilled long held dreams…

And created an ad starring people who rarely get airtime in commercials.

Creative credits:

Agency: BBR Saatchi and Saatchi

Executive creative director: Nadav Pressman
vice president/creative director: Amir Ariely
Copywriters: Eran (Shushu) Spanier, Tomer Gidron
Art director: Aia Kujnitzky

Vice president production & content: Dorit Gvili

Director: Guy Michael
Production company: P.O.V.