Isn’t it fabulous when an ad seen by millions starts a viral conversation?
Etrade’s ad ‘This is Getting Really Old’ ignited a vital conversation over Ageism.
As a promoter of living life in crescendo my initial reaction was- this is a creative ad. It shows elderly people engaged in non- stereotypical jobs for the elderly: lifeguarding, tech support and DJing. It is quirky, with an off beat twist.
Think about it.
Technological illiteracy is an ageist mindset towards olders, Ashton Applewhite’s coined term in her book and blog This Chair Rocks.
So, to have an elderly man rolling into the office in his wheelchair (hey, what happened to remote work options?) beats that cliche.
It shocks the viewer.
DJ Nana does the same,
It creates viewer dissonance to viewers’ ageist responses.
Until it doesn’t.
In contrast, there is praise for Goggle’s Pixel 2 Ad.
Its calm dull fact driven ad still contains an objectionable tone- the narrator’s voice lifts up just before she says Sumiko is a DJ, as if to convey, whoa, can you believe it.
It also has an offensive line:
‘Sumiko is 83 but she feels much younger’.
Aging well is too often associated with ‘feeling younger’.
That comment is ageist.
As an older, I have no desire to feel/look younger.
As Popeye says, ” I yam what I yam”.
I yam the age I yam.
I don’t need to ‘feel’ younger in order to achieve my ongoing personal and life goals.
Both ads have ageist and aging well content.
Whether they have enough retirement savings or not, an older DJ or tech support worker frame the aging well conversation.
Aging well is the freedom to open whatever door one wants, to live life as one wishes.
Together, these Ads inspire old and young to Live Life in Crescendo.