WASHINGTON, March 16, 2018 /PRNewswire/ -- 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:
https://youtu.be/4donZ4KQ6EQ
https://youtu.be/5VABqFXeXC0
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.
About AARP
AARP is the nation's largest nonprofit, nonpartisan organization
dedicated to empowering Americans 50 and older to choose how they
live as they age. With nearly 38 million members and offices in
every state, the District of
Columbia, Puerto Rico, and
the U.S. Virgin Islands, AARP
works to strengthen communities and advocate for what matters most
to families with a focus on health security, financial stability
and personal fulfillment. AARP also works for individuals in the
marketplace by sparking new solutions and allowing carefully
chosen, high-quality products and services to carry the AARP
name. As a trusted source for news and information, AARP
produces the world's largest circulation publications, AARP The
Magazine and AARP Bulletin. To learn more, visit www.aarp.org or
follow @AARP and @AARPadvocates on social media.
Real Possibilities is a registered trademark of AARP.
About Grey
Grey is the advertising network of Grey Group, which ranks among
the largest global communications companies. Its parent
company is WPP (NYSE: WPP). Under the banner of "Grey
Famously Effective Since 1917," the agency serves a blue-chip
roster of many of the world's best known companies: Procter &
Gamble, GlaxoSmithKline, Kellogg's, Pfizer, Canon, NFL, Marriott
Hotels & Resorts, Nestlé, Walgreens, Revlon, Applebee's and
T.J. Maxx.
Contact: Owen J.
Dougherty
212-546-2551
owen.dougherty@grey.com
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SOURCE Grey