Health and fitness company Tivity Health is introducing the first TV campaign for SilverSneakers, a free fitness program for seniors.
The creative, developed by Quigley-Simpson, pivots away from depicting seniors as feeble and in wheelchairs, to instead showcase them as vital and active.
The "Find Your Place" spot uses a one-shot camera technique to track seniors as the camera moves through a fitness club as they speak to the camera stating "Find Your Fitness," "Find Your Friendship,” and "Find Your Fierce" before ending with "Find Your Place."
The media buy is designed to reach a national audience of seniors 65 and older to drive them to GetSilverSneakers.com to check their eligibility for the program. The campaign will run nationally on more than 30 cable channels and is fully integrated with digital and social media, as well as grassroots and influencer marketing.