Saga Travel ad challenges how we see “old”

There has been so much attention recently to the lack of representation of older individuals in media. And rightly so. Society is experiencing significant demographic changes with declining birth rates and a growing, healthier older population across the globe.

In a 2021 survey from the Geena Davis Institute on Gender in Media and the NextFifty Initiative, 83% of adults ages 50 and older, believe that “the media/culture doesn’t realize how much they stereotype older people.” There is clearly a long way to go.

We think it’s time that brands catch up to this growing demographic. It’s time for businesses to have a conversation about age. It’s time to see more age diversity in ads. After all, you don’t hit 50 and disappear! This ad from Saga Travel was the launch spot for a campaign called “experience is everything.” It does a great job of dispelling what is perceived to be old with clever comparisons and reframing of same.

Forward-thinking brands who acknowledge the magnitude of these changes and develop inclusive, age-diverse advertising campaigns will undoubtedly see growth. 

We love the last line “so please don’t call me old fashioned, just pour me one.”

So sit back and enjoy. Cheers!