Grey Advertising USA

Adweek- AARP Unexpectedly Taps a Spoken Word Artist to Reach Gen X

USAOFFICES

  • Toggle Nav

    USA

    USAUSA

    Adweek- AARP Unexpectedly Taps a Spoken Word Artist to Reach Gen X Adweek- AARP Unexpectedly Taps a Spoken Word Artist

    3/15/18

    By Patrick Coffee | March 14, 2018

    AARP isn’t strictly about retirement. And it’s not just for Baby Boomers, either.

    A new campaign from the 60-year-old organization and its agency of record Grey New York reminds us that the time has come for Generation X to enter its fifth decade—and my, how the time files.

    The work also takes a notably different approach from past campaigns in encouraging young(er) Americans to reconsider their golden years with the help of spoken word artist and Def Poetry Jam veteran J. Ivy.

    The anthem spot debuted during American Idol’s return this week. The brand refresh comes as this country’s demographics evolve along with, as J. Ivy mentioned above, the very definition of aging.

    “We serve all people 50-plus, and the oldest Gen X’ers are 53,” said AARP svp of brand integration Barbara Shipley. “We do lots of generational studies … and while people don’t always act the way generational trends dictate, there are lots of truths in those trends. For us, it’s about building an emotional connection with this [younger] set because it’s so much more important to them.”

    Even within the so-called Baby Boomer generation, the older cohort views its relationships with brands differently, Shipley said—and AARP wants to better cement a unique identity among consumers who aren’t quite ready to start considering life on Social Security.

    News

  • Adweek- Startup Incubator Betaworks Signs Exclusive Partnership With Grey Adweek- Startup Incubator Betaworks Partners with Grey

    11/30/18

    Read
  • The Drum- Grey New York hires four ECDs as it expands creative leadership The Drum- Grey New York hires four ECDs

    11/19/18

    Read
  • MediaPost- Volvo Commits To Sustainability MediaPost- Volvo Commits To Sustainability

    11/2/18

    Read
  • My Skin, My Way – Gillette Venus razor celebrating all women and all skin My Skin, My Way – Gillette Venus razor celebrating all women

    10/26/18

    Read
  • AdAge- Grey Group to Acquire Majority Stake in Autumn Worldwide AdAge- Grey Group to Acquire Majority Stake in Autumn

    10/29/18

    Read
  • All Articles
  • Adweek- Startup Incubator Betaworks Signs Exclusive Partnership With Grey Adweek- Startup Incubator Betaworks Partners with Grey View
  • The Drum- Grey New York hires four ECDs as it expands creative leadership The Drum- Grey New York hires four ECDs View
  • MediaPost- Volvo Commits To Sustainability MediaPost- Volvo Commits To Sustainability View
  • My Skin, My Way – Gillette Venus razor celebrating all women and all skin My Skin, My Way – Gillette Venus razor celebrating all women View
  • http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:us&wt=json&facet.sort=count&facet=true&start=0&rows=4&group.limit=30&sort=newsdate%20desc
    http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:us&fq=news_featured:"true"&wt=json&facet.sort=count&facet=true&group.limit=30&sort=newsdate%20desc
    10.0.1.86