Pfizer Helps College Grads Get Over the Fear of Getting Old

Promoted by PR AOR W2O Group.

Pharmaceutical giant Pfizer launched a new campaign this morning with the assistance of W2O Group and creative ad agency Huge.

The campaign makes no mention of pharmaceuticals themselves; it’s part of a project launched in 2012 called “Get Old,” which aims to position Pfizer as a sort of companion on the journey of life.

Here’s the video:

Again, notice that the work does not mention the company’s product.

This campaign follows one from last year that focused on what Stuart Elliot of The New York Times called “FOGO,” or fear of getting old. It aims to recast the aging process as a noble thing with the tagline “Get Ready. Get Set. Get Old.”

The campaign’s homepage includes a range of content marketing efforts including “Oldspiration,” which encourages the youngs to either think or laugh about the aging process and leads to several social media-friendly pages including inspirational quotes and research pieces/sponsored listicles like “10 Heartwarming Wedding Photos That Prove It’s Never Too Late to Fall Head Over Heels” (which originally appeared on The Huffington Post).

W2O is tasked with promoting the campaign, which involves a mix of digital media, earned coverage and paid social promotions.