"We are Eric Clapton fans!"

 

The following campaign was in response to this statement  that I heard in a research group. 

 

For too long, industries with senior citizens as their customers have misunderstood their target market.

 

The tone of voice in which messages have been delivered to them, and indeed the content of those messages, are generally, at best, condescending.

 

These ads were created after several consultations and discussions across a section of 55 to 70 year-olds.