D.C.-based AARP isn’t strictly about retirement. And it’s not just for Baby Boomers, either, states Adweek.  According to the Adweek story, a “new campaign from the 60-year-old organization and its agency of record Grey New York reminds us that the time has come for Generation X to enter its fifth decade—and my, how the time files.

“The work also takes a notably different approach from past campaigns in encouraging young(er) Americans to reconsider their golden years with the help of spoken word artist and Def Poetry Jam veteran J. Ivy.

“The anthem spot below debuted during American Idol’s return.”

The Adweek account added: ““We serve all people 50-plus, and the oldest Gen X’ers are 53,” said AARP svp of brand integration Barbara Shipley. “We do lots of generational studies … and while people don’t always act the way generational trends dictate, there are lots of truths in those trends. For us, it’s about building an emotional connection with this [younger] set because it’s so much more important to them.””

More here.

(AARP photo)

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