By theatlantaegotist / /
Can senior living ads be fun?
My Friend’s Nephew (MFN) thinks so, and they’re using tongue-in-cheek headlines to launch Thrive Senior Living’s first-ever brand campaign.
“Playing Favorites” (targeted to adult children who are the primary caretaker for a parent) and “You Can Do Better” (targeted to older adults who are looking to move to an independent senior living community) feature humorous headlines that play on familiar human truths and invite a lighthearted smile amidst what can sometimes be very difficult circumstances.
In a category that rarely uses humor, the campaign aims to set the brand apart in an authentic, down-to-earth way. And of course the body copy quickly transitions messaging to be more empathetic and serious to show that Thrive sees and treats its residents as more precious than heirlooms.
Client: Thrive Senior Living
Client Lead: Les Strech, President
Agency: My Friend’s Nephew
ECD: Josh Robinson
ACD: Rob Williams
AD: Guy Kirkland
CW: Cameron Day
Designer: Lauren Farmer
Strategy and Insights: Rachel Christopher
Account Director: Chad Thrasher
Account Supervisor: Megan Flaherty