After the Rise of ‘Femvertising,’ Is ‘Oldvertising’ the Next Big Thing?

  • Reebok’s new brand ambassador in China is Wang Deshun, an 80-year-old grandfather who became an overnight star after starring at Beijing Fashion Week in 2015.
  • Reebok called Mr. Wang “the coolest grandpa” and noted that he had always reached for new experiences in life.
  • Reebok believes that this example has helped reshape China’s views on aging and shown you’re never too old to pursue your goals.
  • Last year Nike centered an ad that ran during the Olympics on 86-year-old nun Sister Madonna Buder, who competes in Ironman races.
  • This shows that brands are bringing seniors into the limelight. Lately, the old age group has become concerned about their lifestyle and their attitude towards life is altering to being positive and actively fit. Also, they are embracing the technological innovations keenly.
  • According to Terri Meyer, co-CEO, and founder at creative agency Terri & Sandy, “This demographic is at the top of their game, and we want to acknowledge who they are and how they are challenging themselves, and what it means to age.” 
  • Brands now focus on advertising by challenging the stereotypes which help to bring about changes in the society for good.
  • After femvertisingbrands are largely focusing on oldvertising as using an older person in an ad can be an inspiration for any age.
  • While some from the industry think that what connects people is not necessarily their age, but their interests and passions, so it’s not necessarily right to target them as a homogenous group.
  • Like any trend, however, there’s a risk of it becoming overdone. Indeed, after “femvertising,” could we be in danger of “oldvertising?”
 Source: http://bit.ly/2nI6541

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Hrishikesh Salgaonkar

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Yash Rathod

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