CreativityCaregivers Speak From the Heart in These Affecting Ads for Senior Living CentersBrookdale challenges myths with series of unscripted storiesBy Tim Nudd|October 22, 2015 ShareBy Tim Nudd|October 22, 2015 Share Who will be taking care of me? That's one of the scariest questions facing seniors as they move into assisted living. In a new campaign from The Buntin Group, Brookdale Senior Living shows viewers exactly who its caregivers are—and how invested they are in their residents—while trying to counter some persistent stigmas about senior living. In a millennial-obsessed culture, the traditional dialogue about aging and "old folks' homes" can be dispiriting. But with these new ads, Brookdale hopes to evolve the perception of senior living and show how its network of centers—the largest in the country, with some 80,000 associates and 100,000 residents—can transform lives. The campaign features real Brookdale associates telling unscripted stories about their connection to residents. In short, the work tries humanize facilities that have long been associated with doing the opposite. CREDITS Client: Brookdale Senior Living Agency: The Buntin Group Jeffrey Buntin Jr, Chief Strategy Officer Ray Reed, VP, Group Creative Partner Tom Gibney, SVP, Director of Content Production Jason Skinner, VP, Group Creative Partner Angie Melgar, Designer Ben Hurston, Copywriter Marissa Harkai, Senior Project Manager Ben Thomas, SVP, Channel Engagement Director Danna Grigson, Media Supervisor Liz Diekman, SVP, Group Account Director Jessi Olson, Management Supervisor Film Production: Radical Media Director, Brett Froomer Exec. Producer, Jim Bouvet Producer, Diane Castrup Edit: Filmworkers Nashville Audio: NPALL Adweek Adweek