It actually started when I wrote my book. It had a beefy chapter about a B2B campaign targeting media planners/buyers:
Last year I tossed up a post about AARP's consumer campaigns.… The advertising campaign has one ad with ashen-faced Baby Boomers in body bags ("These days, doctors don't pronounce you dead. Marketers do."). Another shows Baby Boomers acting like testosteroned teenagers ("Outta the way, punks: older racers are the hot-rod kings!").Yet another has one of a middle-aged lady dead in a powder room (probably from overdoing it on the dance floor) with police chalk outlining her body. I don't know what the copy is because I haven't seen it. It's probably something like, "Give me wrinkle cream, or give me death!"
© 2005 by Paramount Market Publishing
Here's a recent post about a survey they did three years ago.

I won't point you to all my posts that mention AARP and the way they're positioning themselves, doing everything they can think of to seduce Baby Boomers. And I don't always say negative things - but usually do.
I've yet to talk about this cornball catchphrase: Divided We Fail. I may never talk about it - probably because even though I don't have a problem with their objectives, the campaign makes me so ill I'm unable to put blood-drained fingers to keyboard.

Call me callous, superficial, jaded, deeply character-flawed, whatever - but my initial reaction was: "Great Branding!"

Sure, I could be a snot and nitpick - about the copy, the layout, the lede, probably more. But that would be me as a consultant/creative. The essence of this advertisement is spot on. It's a story. A real story.
I hope they develop this ad into a high-profile campaign with more stories and history.
If they do, a huge chunk of Baby Boomers might decide to join for reasons other than simply that 15% Discount Card.

Was there a Chicken Coop Coup? Did NostraChuckus predict the future again? Maybe, maybe not.

You decide.
I'll stay out of the NostraChuckus controversy, and limit my remarks to AARP. I simply say, "Good for them." Finally, smart moves happening over at their advertising/marketing department. (And since it's almost summer, I'm sure they'll be happy to know that they can all shed their gorilla suits now).
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.