Advertising rarely talks to empty nesters. They tend to get lumped into the older people category – in ads for assisted living, retirement finance and “declining years” nutrition. The Or and Bloom & Wild present the empty nester moment as a celebration of freedom – with a sweet touch of humour. A woman receives a gift of flowers from a friend and the opportunity to join a nude life-drawing session.
Empty Nes, directedby Spindle director, Daniel Lundh, is the latest campaign from Bloom & Wild under the brand’s Care Wildly platform that highlights on the commonly unacknowledged moments that when recognised, mean the most. It is running exclusively on Channel 4.
Charlotte Langley, chief marketing officer at Bloom & Wild, commented, “Our customers are incredibly thoughtful. They’re the people who notice how someone is really feeling and step up for the moments that are easy to overlook. Becoming an empty nester isn’t just a life stage; it’s a strange, bittersweet shift where that quiet ache of loss and the spark of new possibilities sit side-by-side. This campaign is about the power of a small gesture. It’s a reminder that Caring Wildly isn’t just for the occasions marked in the calendar, but for all the complicated, unscripted bits in between.”
Paulo Salomao, managing partner at The Or, added, “With a currently full household, the idea of an empty nest makes my stomach twist. We wanted to acknowledge a life stage that people may unintentionally fail to consider, using humour to show that life’s smaller, quieter changes still deserve recognition. After five years of working together, we’re proud to help Bloom & Wild continue to Care Wildly.”
Credits
Creative Agency: The Or London
Client: Bloom & Wild
Chief Marketing Officer: Charlotte Langley
Group Creative Director: Laura Rees Weeden
Brand & Range Director: Jo Reason
Head of Brand: Charlotte Murray
Production Company: Spindle
Director: Daniel Lundh
DOP: Edouard Le Grelle
Managing Director: Stitch Richardson
Executive Producer: Adam Javes
Producer: Joe Browne
Production Manager: Phelan Moeller
Production Assistant: Johnny Woodman
Post-Production: Absolute Post
Sound: Alex Wilson-Thame @ Farm Post
Music Supervision: The Hogan
Media: Goodstuff
