Article

Is This the Beginning of the End of Ageist Advertising?

By Senior Planet Friday, September 23, 2016 18 Comments Share This:

Three’s a trend, they say, and in the past month three ads have emerged that portray seniors as regular human beings — not as cute grannies, aging teens or tech-averse stone-agers. The ads aren’t perfect — it’s going to take America a while to become post-ageist — but whether they signal the slow start of a new era or are just a temporary drop in the bucket, they’re worth a look.

Portal

Portal is a new broadband router designed for urban environments where too many people living in close proximity are competing for internet bandwidth. To get the point across, the company’s commercial features the inhabitants of four apartments: a family, a yuppie couple, a bunch of flatmates and an older woman — who, it turns out, is the early adopter who’s having a ball with the latest technology. Even better: No OMG expressions on the youngers’ faces when they discover that their elder has the answer (hey, why be surprised?). Too bad everyone has a real name except “Grandma.”

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Dashun Wang

“Some people call me ‘the hottest grandpa’. Some also said that I’m an instant internet sensation. But do you know what? To prepare for this day, I’ve been getting ready for 60 years.” That’s Deshun Wang telling his story in what appears to be an ad for himself. It’s a “never too late” story with heart: As he tells it, Wang’s late-life back-from-the brink story could inspire even those of us who feel like we’ve made a mess of our lives. “Believe me,” he says, “potential can be explored when you think it’s too late.” After moving to Beijing in his 40s and becoming a penniless drifter, Wang’s big turnaround came in his 70s, and at 79 he modeled on a catwalk for the first time.

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Dove Chocolate

She starts the day as a little girl and ends it as an older woman — gray, a little wrinkled and smiling in the mirror. Along the way, to the sound of Edith Piaf’s “Non, Je Ne Regrette Rien,” we see a free-spirited person holding her own in a relatively unconventional female narrative. Yes, she’s charming the guys, but as AdWeek says in a piece about the commercial, “Our protagonist artfully bypasses the benchmarks of an established life. You don’t see professional successes. There is no love story, no man guiding her footsteps. Her weight doesn’t seem to be a primary concern, and she will not be surrounded by grandchildren.” Hallelujah.

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What’s good and not-so-good about these ads? Comments, please!

COMMENTS

18 responses to “Is This the Beginning of the End of Ageist Advertising?”

Peggy Widder:

Wednesday, June 26, 2019 at 5:03pm

Someone please supply the name of the grey-haired woman in the Dove Chocolate commercial with Edith Piaf soundtrack.

Reply to Peggy Widder
1. Lewis C Emanuel:
  
  Thursday, January 30, 2020 at 10:53pm
  
  I think it’s Cindy Joseph.
  
  Reply to Lewis C Emanuel
Jenny Harris:

Wednesday, December 12, 2018 at 8:30pm

I hate seeing wrinkled old people in ads. I can look in the mirror and see that!

Reply to Jenny Harris
1. Marlene Smith:
  
  Sunday, December 16, 2018 at 11:01am
  
  I love this ad. While I see nothing insulting about showing a senior woman surrounded with grandchildren, the truth is that not every older person is a grandparent, and you are not necessarily defined by that. It is a reflection of a life passionately lived. Wistful about her youth perhaps, but not despairing. This is my favorite of all the senior ads, and one of my favorite ads period.
  
  Reply to Marlene Smith
  1. Lolita doe:
    
    Wednesday, May 22, 2019 at 10:21am
    
    I’m 100% with your opinion. Bravo!
Judith mullins:

Thursday, August 16, 2018 at 12:07am

Who is the gray haired lady in the dove candy commercial?

Reply to Judith mullins
1. Thomas Goodman:
  
  Wednesday, December 19, 2018 at 4:51pm
  
  I would like to know myself ???
  
  Reply to Thomas Goodman
Judy Kerman:

Friday, December 9, 2016 at 5:50pm

Wang Deshun is fabulous. And Grandma. Now all we need is a few who are not so clearly within the norms for weight…but who gets everything? Fat prejudice is the last to go.

Reply to Judy Kerman
Betsy:

Wednesday, October 5, 2016 at 2:24pm

These ads are fabulous! Yes, next time, please give a name to the grandmother. Love the Dove ad and how this girl grows into a free spirited teen, young woman and beyond and is not consumed by fashion, men, or children. Kudos to all on the ad team!

Reply to Betsy
Roberta Finke:

Monday, October 3, 2016 at 3:01pm

Why do you read ads?

Reply to Roberta Finke
Maurice Hodgen:

Sunday, October 2, 2016 at 11:58pm

Straws in the wind perhaps but signs of change for the ad world and the viewing public – that’s us.. All to the good, and even more impressive because they are in significantly different areas of marketing. I’m an optimist and think the message is getting through.

Reply to Maurice Hodgen
patrick Donovan:

Friday, September 30, 2016 at 2:51pm

Well thought out ads, Now can we banish the kardashian foe one year?

Reply to patrick Donovan
Theresa:

Thursday, September 29, 2016 at 1:34pm

All these ads are so refreshing! What a relief! Completely agree about “Grandma,” but I love her role in the building, and I love the fact that the admakers catch themselves almost saying “even Grandma can do it,” making a point of the ageism of that phrase. So good for them! Love Deshun Wang, and totally agree he’s hot! I love the message that it’s never too late — just keep going, keep pursuing your dreams. Not dead yet! :)

Reply to Theresa
Elizabeth Rogers:

Wednesday, September 28, 2016 at 10:56pm

I liked them all. What a refreshing change from all the ads for expensive “anti-aging” products that don’t work, remedies for various ailments possibly associated with aging and medical devices!

Reply to Elizabeth Rogers
Emily:

Wednesday, September 28, 2016 at 8:13pm

I love the hot guy, and I like most of the Dove ad — my only objection is one not shared by most Americans. The Piaf song is spliced, and since I know the words, I found it jarring, particularly the last two lines. The real end refers to a new beginning, not again saying “f*** the past.” (this is the translation of “je m’en fous du passé). And I totally agree that “grandma” is an offensive term, unless used by one’s actual grandchildren. Given her age, she could be a Betty or a Sue or a Nancy or any other names popular among my generation.

Reply to Emily
Roberta Finke:

Wednesday, September 28, 2016 at 6:31pm

I don’t watch ads.

Reply to Roberta Finke
Erica Manfred:

Sunday, September 25, 2016 at 3:08pm

Love them all, except you’re right about the grandma in the router commercial. Why doesn’t she have a name? Especially love the Dove commercial. It’s gorgeous and really has nothing to do with age per se, more about freedom.

Reply to Erica Manfred
Alston Green:

Friday, September 23, 2016 at 11:23pm

These ads are certainly better than what was seen 5 to 10 years ago. I think I like the one about the aging Asian gentleman best. What I like about all of them it shows that aging does not limit ambition, tenacity and “Joie de vivre ” I give them thumbs up !

Reply to Alston Green