Could brands and agencies finally be realising the value of targeting an older audience? Magnum’s sensual Pleasure Residence is only a few days old, and now there’s another campaign for a mainstream product in which older people are the primary audience. And it’s the second campaign in a week in which older people are not presented as the granny-clichés younger people keep in their heads.
The campaign is by Ogilvy California, for winemakers, Clos du Bois, and it understands that there are many older people living exciting, vibrant lives who exude confidence and have the life experience that younger people hope to attain.
The campaign came from research by Clos du Bois, which found that only 37% of people who are 55 and older agree that their age group is authentically represented within alcohol advertising. I hope that wasn’t a surprise to Ogilvy. Study after study has been saying the same thing for a decade.
The Long Live campaign features people over the age of 50 in front of and behind the camera. It is directed by Courtney Cox, who is making her advertising directorial debut.
The campaign is running across streaming platforms, Roku, Hulu Originals and YouTube, amplified in digital and social channels.
The behind-the-scenes video is running on Courteney Cox’ Instagram and even that has wonderful freshness to it.
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“I loved the concept for the Long Live Clos du Bois campaign. No matter what age, you can still be young at heart, and we should always embrace that part of ourselves,” stated Courteney Cox. “I knew that I could create an original piece of content that would resonate with this large demographic. My overall goal with the spot was to distinguish the footage through casting, production design, styling, and cinematography. I am really proud of what we achieved. It feels fresh, energetic, and fun, and I think that we succeeded in bringing the spirit of the campaign to life.”
“We are proud to address the ageism in the alcohol advertising industry with our new Long Live campaign and to partner with Courteney Cox to so artfully bring this issue to life,” added Courtney O’Brien, senior marketing director, Clos du Bois Wines. “Many see Chardonnay as a wine primarily enjoyed by an older generation and there are associations that come with that. We are proving through our Long Live campaign how the perception of age stereotypes is changing as we celebrate our customers who enjoy Clos du Bois Chardonnay.”
Here is Magnum’s Pleasure Residence spot:
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