Age Isn’t ‘Just a Number’ in This Video Celebrating the Confidence and Experience It Brings

Grace Creative launches an anthem of pride for women over 50

Spot features women aged 45-70 celebrating what age has taught them. Grace Creative

Ageism is rampant in society and certainly commonplace in advertising, where after a certain age, women often seem to just disappear both from the industry and the ads themselves.

That prejudice is being tackled head on in a new “Age Anthem” video by Los Angeles agency Grace Creative, which specializes in marketing to women over 50.

Even in the midst of a global pandemic, women 50-plus are a force that gets shit done.

Grace Creative

The film, featuring women from around the country aged between 45 and 70, argues that age is not “just a number” but rather an indicator of life experience, self-knowledge, confidence, wisdom and power that should be embraced.

The film has been developed as part of a social media campaign with the hashtag #ageisNOTjustanumber. The agency is calling for women from all over the world to “own their age” and share their own videos (instructions on how to do that can be found here.)

Grace Creative’s founders, Susan Colby and Kathy Sjogren, said they hope the campaign would not only shift the dial on ageism but pave the way forward “for all young women who will be 50 before they even know it.”

“The resulting video shows just how creative, fresh, relevant and tech savvy women over 50 really are,” the agency founders said in a statement to Adweek. “Instead of hiding their age, they flaunt it, proving that even in the midst of a global pandemic, women 50-plus are a force that gets shit done.”

@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.