AARP has unveiled a new multiplatform brand campaign called “Take On Today.” The new ads are designed to tell a fresh, inspiring story about possibilities and opportunities for people 50-plus by showcasing the iconic brand’s core purpose: to empower people to choose how they live as they age.
“‘Take On Today’ is an empowering rallying cry, with special meaning for people 50-plus, who are trying to navigate the many transitions in this stage of life,” said Barbara Shipley, senior vice president of brand integration, AARP. “For the millions of Gen-Xers and Boomers who have no doubt heard of us, what we do and why we do it may surprise them. These ads are one way we are working to spotlight the real value we create for people in their day, their life, and in the wider world.”
In a surprising turn for the brand, the first two national TV commercials feature J. Ivy, a renowned performing spoken word artist, poet and author, whose compelling oratory mirrors contemporary society. See the spots:
The first commercial is called “Disrupt Aging.” Through spoken word, Ivy leads a call to challenge ageist attitudes and stereotypes and join AARP in creating a society in which no one is limited by age.
The second commercial “Anthem,” chronicles the possibilities as well as the uncertainties of our changing world and how AARP helps people navigate the second half of their life.
Both spots end with the rallying cry, “Let’s Take on Today. And Every Day. With AARP. Real Possibilities.”
An extensive media schedule is planned for the campaign which debuted this week. Both commercials will run in early morning and prime time shows on ABC, NBC and CBS as well as on cable including A&E, AMC, ESPN, Food Network, HGTV, MLB, Lifetime and TBS.
AARP worked with Grey New York to create an integrated campaign that includes broadcast, online video, social media, digital, public relations and special events It will appear across AARP’s communications channels, including AARP.org with over 13 million unique visitors per year, AARP The Magazine, which is America’s most-read magazine with 38.3 million readers and AARP Bulletin which reaches more than 30 million readers with ten print editions annually.