A neighbor rolls her eyes.
Even his daughter is concerned.
But the man persists.
Only then are you shown the logo of the Dutch pharmacy company DocMorris.
The ad won multiple awards at the Cannes Lions festival, the largest gathering in the creative marketing community.
If only older adults were always so respected.
But the truth is, ads that show contempt for older people are still far too common.
An egregious example was 2018’s Dear Young People, Don’t Vote.
Imagine this ad portraying women, people of color or LGBTQ individuals in the same way.
The response would be angry, and rightly so.
It’s high time to call out ageism in advertising.
Some 62 percent agreed with the statement I wish ads had more realistic images of people my age.
And nearly half (47 percent) concurred that ads of people my age reinforce outdated stereotypes.
Yet some advertisers still ignore or show little respect for older people a remarkably shortsighted attitude.
