GSD&M: AARP Doesn’t Act Its Age

DALLAS GSD&M has launched a trade campaign for AARP that promotes the association’s membership as viable to marketers and its publication as a way to reach that important target.

“It’s our contention that media buyers and magazine advertisers tend to discount the over 50 crowd as a legitimate audience,” said Eric Webber, a representative of the Austin, Texas-based Omnicom shop. “They’re making a mistake by overlooking this group and ignoring this group as a considerable force.”

The ad, which broke in media-oriented trade magazines today, shows a couple shopping for mattresses while wearing body bags. Copy: “These days, doctors don’t pronounce you dead. Marketers do.” It continues, “Ten thousand people turn 50 every day. Instead of a cause for celebration, they’re written off by marketers as if they were dead.”

Copy also promotes AARP Publications. “With a circulation of 22 million and growing, we’re proof that the 50+ crowd is alive and kicking,” the text states. A picture of an AARP The Magazine cover is at the bottom of the ad.

The effort also includes online ads that will run on the Web sites of The New York Times and The Wall Street Journal. Campaign spending is undisclosed.