Mother London nails advertising to over 50s

Ads for the over 50s are so…well, quiet. Over 50s are meant to be slowing down. They like to sit on their deck chairs watching the landscape in front of them, thinking about nothing very much…

Nonsense.

They’re either free of the kids or eagerly anticipating that. Free of the rat race or planning getaway rewards for sticking it out. Free of “can’t” and replacing it with “give it a go”.

And they’re laughing (OK, scoffing) at adland’s view of them. Brands, please take note.

Mother London understands over 50s. Congratulations, Mother, for your first.

In its new campaign for UK insurance company, Sun Life (which offers savings plans and other products to the over 50s), over 50s are enjoying the fact that they “have a life”.

They’re partying in the cool crowd, kicking butt in karate classes, entertaining a bevy of (male) beauties in a hot tub, whooshing around Earth in zero gravity and being a bunch of daredevils on a motorbike.

The campaign is the first work for the brand by Mother London. The agency is off to a stellar start, isn’t it?

SunLife’s marketing director, Ian Atkinson, commented, “Some people still believe that turning 50 is something to worry about, that life slows down after that — but after conducting the UK’s biggest-ever study with 50,000 people over 50 we know that’s not the case at all. For many, life after 50 is the best time of their lives. That’s why we’re delighted to launch this campaign, which dramatises the busy, fun, exciting side of life after 50 — and is a bold departure from what you might expect from an insurance company.”