Adams & Knight Fashions ‘Bold’ Message for Masonicare

BOSTON “We’re old. We’re bold. Get used to it.”

That’s the rallying cry of senior citizens featured in Adams & Knight’s TV work for Wallingford, Conn.-based Masonicare, a provider of elder healthcare and residential communities in Connecticut. Subjects are shown in everyday settings speaking about their needs and expectations.

The six-figure effort will run for a year and attempts to convey the level of respect and diversity of services seniors demand and receive from Masonicare.

The campaign in a broader sense is intended to present Masonicare as offering a “fresh new way of thinking about getting older,” said agency representative Gary Griffin.

Don Carter served as creative and art director on the campaign; Pat Dugan was the copywriter; Peter Sillen directed.

Independent Adams & Knight in Avon, Conn., works for a mix of consumer and business-to-business clients, with an emphasis on healthcare and financial services. Other accounts include Fidelity Investments, Hartford Hospital, Johnson Memorial Hospital and The Hartford.

—Adweek staff report