There is nothing more pleasing for a publication that stands up against ageism in advertising than a commercial that treats the over-50s as real humans. On Boxing Day in the UK, travel insurance provider, Staysure, the creator of the over-50s insurance category and the first travel insurer to cover pre-existing medical conditions and all ages, will launch a very pleasing commercial.
The TVC, Where The Sun Don’t Shine, is the first chapter in the brand’s new brand platform, Dream Big. Staysure. It challenges ageism, redefines later life and empowers the over-50s to dream bigger than ever before – defiantly.
There are no gentle gondola rides, matching linens, perfect teeth and polite early nights. This campaign tells the over-50s to get out there and live life. It speaks to a real generation proving that age is no barrier to ambition, adventure or joy by subverting many of society’s more limiting clichés. Humorous scenes show older adults joyfully breaking away from stereotypes – scaling mountains, zip-wiring, sneaking home at sunrise, jet-skiing and nightclubbing. In contrast, a playful song highlights many of the conventional cliches about aging “Stay at home, have early nights, conform to the norm, take up gardening, wrap up warm”.
David Morley, chief marketing officer at Staysure Group, stated, “Our market are fed up with the cliches and assumptions made about aging. The idea of “being old” is old fashioned. Today’s over 50’s still have a youthful attitude to life. They’ve worked hard all their lives, made sacrifices, brought up families and now they’ve a little more freedom, confidence and security, they want to have a bit of fun. Dream Big. Staysure is our rallying cry for them – a bold reset on how society views ageing.
“We’re basically saying, don’t be held back by other people’s expectations, regardless of your age or whether you’ve a medical condition, you can go for it and fulfil your dreams, safe in the knowledge that Staysure has your back. It’s about focusing on the ‘cans’ instead of the ‘can’ts’ and reflecting the real aspirations of this remarkable and often underestimated generation.”
The TVC is part of a wider campaign designed to support and celebrate this audience throughout the year, spanning CTV, BVOD, radio, earned media, partnerships and influencer activity.
The 90-second TVC premieres with a special announcement during The Masked Singer on ITV on Boxing Day, opening a year of activity that aims to cement Dream Big. Staysure as the defining voice of the modern over-50s traveller.
Credits:
Creative: Shaun McIlrath
Producer: Alison Cummins
Client: Staysure
CMO: David Morely
Marketing Director: Corin Rogerson
Planner: Max Wright
Production Company: Barn Door Films
Director: Jim Gilchrist
Producer: Tex Travi
DOP: Hamish Anderson
Editor: Billy Mead @ Ten Three
Online: No8 London
Grade: Jean Clement Soret @ Company 3 London
Music: James Radford @ James Radford Music
