Does adland understand older people? In general, no. But this commercial by Little Hands of Stone for Aegis Living does. It doesn’t patronise older people. And most importantly, it makes the senior living provider desirable – to older people as well as those who are likely to be involved in making the Aegis Living decision.

The 60-second spot simply reminds everyone, including those who are far younger, that one day they too will be old. And it also hints that Aegis Living understands this.

The campaign removes the stigma from assisted living by reframing getting older as a shared experience.

“The bittersweet truth is that getting old is one of life’s few shared experiences. We begin aging the moment we’re born. And with all its ups and downs and joy and pain, aging is truly a gift. Once we accept this truth, we can replace pity and dread with empathy and respect,” Little Hands of Stone wrote in its blog.

The full US campaign covers with TV video, social, radio, print, OOH and digital.

Credits:

Creative Agency: Little Hands of Stone
Creative Directors: Michael Boychuk, Matt McCain, Kevin Jones, Patty Orlando
Copywriters: Kevin Jones, Patty Orlando
Art Director: Patty Orlando
Account Management: Brooke Braafladt
Creative Operations: Tiffany Stone
Producer: Amy Barriochoa

Design & Animation: Elastic
Editorial: Rock Paper Scissors
Finishing: a52
Music Agency: The Crystal Creative
Music Supervisor: Tommy Phelan
Creative Director: Alex Price
Composer: Frogi & Kyle Girard
Footage Research: Stalkr
Radio: Hearby Sound