AARP Lures Boomers With Bigger Issues

With Congress likely to debate a prescription-drug bill this session and Social Security still a hot topic in Washington, AARP is repositioning itself to appeal to baby boomers as well as its core audience of senior citizens.

A campaign that breaks this week, GSD&M’s first work for AARP, emphasizes the association’s advocacy work on political issues. Previous work plugged individual services provided by AARP.

Spots from the Austin, Texas-based agency introduce the tagline, “The power to make it better,” and attempt to demonstrate the ability of the group’s 35 million members to achieve a social agenda.

Each spot shows an exaggerated, implausible situation meant to contrast the collective might of a group versus that of the individual.