76-year-old Berit is living her best life – or what she calls her “no bullshit era”.  She has just finished her eighth bucket list item. In her life, Berit shows her audience (with a brilliant mix of “archival” footage), she has spent two months going down the Amazon River with a blind man named Carlos, lived with monkeys in Bangladesh, won the National Karaoke Championship in Portugal, crossed Greenland on skis, started Berit’s Famous Shakes, fell in love with Jack, hated Jack and forgave him 50 years later…and that just touches the surface of her experiences.

The point is she has no plans to wind down anytime soon. In the campaign by NoA | Anorak for Möller’s Omega-3, Berit tells her life story, dropping life wisdom along the way, but never telling people what to do. Except for Möller’s Omega-3. Contrary to her meandering advice shared obliquely through life experience, Berit notes that Omega-3 provides vital nutrients to support the body’s most important organs – brain, heart and vision.

“Bucketlist Berit is the manifestation of a 170-year journey from Möller’s. In a media world constantly pushing life hacks and shortcuts promising eternal youth, we wanted to inspire people to live life to the fullest,” stated Jens-Petter Aarhus, chief creative officer at NoA | Anorak. “Today, a large majority of the global population has insufficient levels of Omega-3 in their body. This makes Omega-3 an important message to convey to the general population.”

Berit is inspirational. Her life has been wilder than anyone’s in reality but as a personification of the brand, she embodies the long-term benefits of Omega-3 in a relatable and human way.

“As a newly formed global team, our ambition is not only to grow the Omega-3 category, but also to build Möller’s into a strong, unified and distinctive brand across global markets for the first time. Our goal is to secure a clear, ownable position within the category and create lasting impact for consumers worldwide,” commented Johanna Kosanovic, global category director, Omega 3, Orkla Health.

The campaign will run across 37 markets on TVC, OLV, out of home, digital, social and in-store during 2026.

I’m not going to harp on (again) about the dire state of, or almost complete lack of interest in, advertising to older people – and the opportunities missed. But Noa | Anorak has shown that it’s possible to do great work (that works) for this huge section of most populations [:ed]