Genworth Presents 100+ Stories

"This campaign is a celebration of life," said Buzz Richmond, Genworth's senior vice president for brand marketing. "It reminds viewers and readers that people are living longer, healthier lives in retirement—and what better way than featuring these wonderful centenarians and their incredible stories..."

Read the press release and watch the two videos.

And visit the web site.

An A+ for the trumpeter spot—this because it deserves it and the concept of retirement is nowhere to be found. (Although it is mentioned in the other spot and on the web site…)

Yeah, I'm nit-picking. Ignore me. This is a fine campaign. (Is that really Rosie playing the trumpet on the music bed? …. Oh, never mind. I'm nitpicking again.)

And an A+ for Roberta's spot. I love it when she says, "I never thought I'd live to be one-hundred. Never crossed my mind." In a piece on The Mature Market site I talk about the difference between previous generations and Baby Boomers—and their notions of living longer.

A thorough backgrounder for this campaign is Kelly Greene's piece in The Wall Street Journal (subscription required):

Many marketers have avoided using the elderly in commercials targeting baby boomers, worried that reminders of aging would turn them off.

Yes—but in this case we're talking about an age four or five decades removed from where Baby Boomers are now. These spots are inspiring because we're nowhere near that age.

Sure, I might have made them a bit less slick and a bit more real and down-to-earth. But again, I'm nitpicking. Slap me. They're top-notch.

I hope Genworth tosses up their complete campaign, print ads and all, on the web. I don't want to miss any of it.

Boomers in Candyland

Here's a comprehensive piece by Renee M. Covino in the June, 2006 issue of Confectioner Magazine:

The problem is that prior to the Boomers, "many advertisers felt that the over-50 market is not worth pursuing. They focused on the 18- to 49-year-old marketplace; now, many are beginning to realize the spending power of Boomers," explains Peter Koeppel, founder and president of Koeppel Direct…

And you'll find a few quotes by guess who. Here's one:

"In England, they've done a lot of studies about 'wrap rage,' and it goes much deeper than not being able to open a bottle of medicine, for instance. It's anything, any consumer goods packaging that people have trouble opening, and as Baby Boomers are starting to age, they are very sensitive to this," says Chuck Nyren, who just happens to be another Baby Boomer and also creative strategist and consultant, as well as author of "Advertising to Baby Boomers." According to him, "bad packaging can make Baby Boomers feel incompetent; as marketers, you don't want to remind this group of people that they don't have the physical skills they had when they were younger."

Of course, the above has nothing to do with me. I can rip open any dumb, stupid candy wrapper with my bare hands .... as long as one of my bare hands is holding a pair of pliers.

Selling Universal Design to Baby Boomers

I have a new article on The Mature Market web site:

Universal Design is a great blueprint (as a metaphor and in reality) for planned communities, individual units, and any combination thereof. However, a delicate touch is needed when marketing UD to a healthy, vital demographic.

Already the piece is receiving positive feedback. Here's one from The Rolling Rains Report, a fun and informative blog "Precipitating Dialogue on Travel, Disability, and Universal Design."

Wander around Mr. Rains' blog. The caricature on the right says it all. Not much is holding back Scott from having a rousing time when he travels (and I bet not much holds him back from doing anything). Read more about Scott.

Selling Universal Design to Baby Boomers is part one of a two part series. In the next article I'll talk about my presentation at The National Association of Homebuilders 50+ Housing Symposium last April in Phoenix. What was one of their major concerns? The concept of "aging in place."

Jack La Lanne & Chuck

I was a guest on Geezer Radio this week. It's a rollicking podcast with gifted media veterans Dudley Carpenter and Marty Davis.

I'd been listening to the show for a few weeks - and knew I'd have to ramp it up. These guys were quick, sharp, funny.

What I wasn't prepared for was Jack La Lanne. At ninety-two years old he was quicker, sharper, and funnier than us snot-nosed kids (and we were pretty good).

Dudley and Marty and Geezer Radio. They'll all be on the air soon and no doubt syndicated.

Streaming Audio

Download the podcast

Judge Judy: "You're still relevant!"

Judge Judy is on a rampage (as if she ever isn't):

During a recent appearance on "Larry King Live," outspoken television court Judge Judy Sheindlin sounded the coming battle cry of her Baby Boomer generation: "I am still relevant!" … The judge scolded Madison Avenue marketers for ignoring legions of aging Boomers like her.

I think I'll submit a case. We need a class action suit: Baby Boomers vs. Media/Advertising Agencies/Advertisers. Which is the guilty party? They all pass the buck. Or is it collusion?

And Judy's the Judge: "DO YOU THINK I HAVE 'STUPID' TATTOOED ON MY FOREHEAD??? TELL ME THE TRUTH!!!"

She'll get to the bottom of it - and find out who's really responsible for ignoring Baby Boomers.