• by Larissa Faw , April 23, 2021

AARP is releasing its first brand campaign in three years by addressing Gen Xers and “new boomers.” 

The messaging is specifically designed to introduce and position AARP as the “friend” and “advocate” for those still in the workforce to help them ensure their money, health and happiness as they grow older. 

The “Wise Friend and Fierce Defender” creative, developed with BBDO New York, serves as a call-to-action about the perks of  AARP membership. The spot ends with the tagline, “The Younger you are, the More you Need AARP.” 

The campaign will launch during the 93rd Oscars, airing live on ABC Sunday, April 25, with its first spot, “Anthem,” establishing the overall tone of the campaign. Three additional campaign spots will rotate throughout the year, focusing specifically on the themes of “Money,” “Health” and “Happiness.”  

AARP intentionally chose the Oscars based on the nonprofit’s “close connection” with Hollywood both through its publication AARP The Magazine and its Movie for Grownups Awards, explains Barbara Shipley, senior vice president of brand integration, AARP. 

The campaign will air during prime-time programming, early morning network news and select lifestyle shows; on cable and other high-profile tent-pole programming; and through digital, social, and marketing activations.  

“Our media buying covers mass, targeted and niche strategies,” says Shipley. “Our brand is present on destination viewing like live sports and entertainment, lifestyle programming across cable channels, niche targeting on digital and social, and heavy use of online video to deepen and extend the brand story.” 

This is the first work for the group from BBDO NY since the agency landed the account last year.