Thrive Senior Living is launching its first brand campaign and provides a humorous look at the world of assisted living and care communities.  Developed with AOR My Friend's Nephew (MFN), the creative addresses both older children and parents through separate messaging.  “Playing Favorites” targets adult children who are the primary caretakers for a parent with the ads like "Dad hasn't decided who will get his mint condition 1954 pickup, steer the odds in your favor."  The “You Can Do Better” ad targets older adults who are looking to move to an independent senior living community with messages like "They built …

Launching May 14, the campaign - with media handled by Initiative - includes national TV spots, social and digital content.