The latest campaign from Summerset Retirement Villages aims to turn the stereotypes of retirement villages on their head.
The 30-second spot, by FCB, shows residents taking part in numerous activities from running, playing snooker, eating ice cream to swimming, while also socialising with friends and neighbours.
Sean Keaney, FCB’s general manager of Wellington, says there were numerous stories that the agency was drawn to.
“One resident has taught piano since the age of 18 and continues to do so from her villa in her Summerset village. Another resident, took up athletics six years ago, since then has won five gold medals, been ranked sixth in the world and went to Spain for the World Masters Athletics Championship.”
Keaney says these are great examples of Summerset residents living their best lives within and outside of their village.
“We used the inspiration from these stories and many others to shape our campaign to communicate a message of community, friendship and freedom.”
Summerset chief executive Julian Cook says the residents are the lifeblood of the villages and lead rich and varied lives.
“We encourage this through the options, services, and levels of care we offer for all stages of their lives.”
The TVCs are part of a wider campaign and follow a brand refresh last year.
A recent advertisement for another retirement village, Oceania Healthcare, harnessed the power of music with the TVC done by Rainger & Rolfe.
