My Friend’s Nephew Aims to Disrupt Senior Living Industry with First Brand Campaign for Thrive


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


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