“The ad industry is an extremely ageist industry,” said Ms. Gallop, who added that she plans on pressuring agencies into hiring more older people…”
“When you have older people creating, producing and approving ads, the problem is easily solved,” Ms. Gallop added …
NostraChuckus in 2003 (via The Wayback Machine):
Advertising to Baby Boomers: Back into the Fold The Giant Leap: There had better be a minor revolution in the creative end of the advertising industry. Talented men and women in their late forties and fifties need to be brought back into the fold if you want to reach us. This includes copywriters, graphic artists, producers, directors, and creative directors.
Truth is, you can analyze marketing fodder all day and night, read countless books about marketing to Baby Boomers, attend advertising and marketing conventions around the world, and soak up everything all the experts have to say. Much of what is out there is valuable and useful, some practically required reading, others instructive and illuminating. But if you plan on implementing a creative strategy, and turn it over to a different generation of advertising professionals - you'll forfeit the natural sensibilities required to generate vital campaigns.
Retail's new niche: Aging baby boomers The number of senior citizens in the United States is expected to nearly double by 2050, creating a fast-growing niche for retailers and manufacturers.
Odd sentence. What is an ‘aging’ baby boomer? I guess one who isn’t dead.
How about ‘fast-growing niche’? I guess in the grand scheme of things, thirty-odd years is a nanosecond.
The Baby Boomer Market is a ‘niche’? I guess the Pacific Ocean is a niche.
Executives at Gillette have for decades defined shaving as a rite of passage …
in recent years, executives have begun to see another milestone emerge in their customers’ lives: the moment when sons begin shaving their aging fathers.
Smart that Gillette understands the difference between 50-70 year-olds and an 80-100 year-olds. Few advertisers do.
A touching, sweet video:
… At Best Buy, the focus is increasingly on aging Americans who live at home …
Step one: Make it easier for adults to keep tabs on their aging parents. The company’s Assured Living program, introduced a year ago, uses a network of sensors to alert caretakers to changes in routine.
Best Buy’s acquisition of GreatCall … (has) two Jitterbug phones — one with a touch screen, the other a flip phone.
Will their youngish sales force be trained to differentiate between fifty-sixty somethings and eighty-ninety somethings?
I’m sixty-seven. If I walk into a Best Buy and say, “I’m looking for a smartphone,” and the salesperson steers me to a Jitterbug, I’d turn around and walk out. If I walk in and say, “I’m looking for a smartphone for my father” – I would be happy if he/she steers me to a Jitterbug.
Yours Truly is participating in a project/startup:
While banging it out I began thinking about commercials that have stuck with me through the years. They’re not necessarily the best or most famous – simply ones I loved, knocked me out.
Although the advertising revolution was well under way by 1965, I remember first seeing this commercial (I’m fourteen) and just going batty. I had no idea what I was watching. No commercial before had ever started and continued non-stop as a montage. Every image was memorable. Montages of any sort weren’t really used much on television – in commercials or programs:
Volkswagen Ads. There were so many. A great mini-doc:
The VW spot I went nutty over was for the Bus/Station Wagon. I swear I remember it being a minute long. An old couple is walking down a residential city street, looking for an address. They find it, walk up a few flights of stairs, then ...
Stone-faced absurdity. I’d never seen anything like it in a commercial. The actress playing the mother makes it all work.
Special effects. They’re all over the screen today. In the 1960s this was about as good as it got:
How about a spot whose sole purpose was not to use special effects? Talk about thrills and chills…
There is no ‘greatest commercial ever’ – except, of course, the Volkswagen Snow-Plow commercial: