When it comes to changing hearts and minds about the market potential for consumers who are 50+, messages and images play a key role. Maybe the most critical role.
Advertising across print and digital media, streaming, cable, and broadcast TV is not only a window into how marketers view people entering The New Longevity era but is also central to how people personally view the second half of their lives.
We’re happy to report that some innovative and visionary brand marketers are already recognizing that people 50+ are vibrant, active, and engaged consumers.
Here are ROAR forward’s favorite New Longevity ads of the year – full of images, words, and messages that reflect the new reality. They feature products that speak to all of us, such as beauty, fashion, travel, and financial services.
Congratulations to these modern marketers who are ROARing forward into a future where advertising truly values the 50+ consumers!
Watch Michael Clinton unveil ROAR Forward’s top twelve ads on this Morning Joe segment.
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Dove Beauty Bar – Beauty Never Gets Old
Dove is the standard setter for inclusivity and body positivity marketing. Their breakthrough campaigns set the stage for a decade-plus of confidence building advertising. This Beauty Never Gets Old campaign from Unilever’s Dove division was created by Edelman and celebrates beauty and energy at every age.
Empower – Empower What’s Next: Inheritance
Actor Mindy Sterling plays a mom whose financial planning helps her achieve goals that allow her to not only “have a massage in Amalfi with someone named Giancarlo” but also leave money to her children. Creative by Pereira O’Dell.
Fidelidade – New Age
Fidelidade, a Portuguese insurance corporation doing business in Portugal, Spain, France, and several other countries, embraces the New Longevity with this manifesto. Through both script and imagery, this ad unifies the many facets of the New Longevity in a high-impact 60 seconds. The ad, created by Caetsu·Two, communicates and celebrates the possibilities of a robust, energetic, and joyful life past 50.
JD Williams
This division of the N Brown Group celebrates age and style simultaneously. Featuring the tag line “Admit it, this age thing suits you,” it acknowledges parenting, dating, and fashion – all in a 30-second spot. A creative collaboration between House 337 and the JD Williams in-house creative team.
Jones Road – No Fuss Beauty
Bobbi Brown, a name synonymous with natural and easy beauty, says she started a make-up brand in her 60s because “I wasn’t done.” The Bobbi Brown brand is owned by a major beauty company, so she launched a new beauty brand and named it Jones Road. Brown embraced social media marketing for her new brand and focuses on make-up tip videos that resonate with multiple generations.
Northwell Health – New Year’s Resolution
This charming campaign drives home the New Longevity’s longer and more robust healthspan. Centenarians share their plans and resolutions for the coming year – some outrageous, others a tug on your heartstrings. It is part of Northwell’s “Raise Health” strategy and was created by the Movement Marketing firm Strawberry Frog.
Prudential – Protect Your Life’s Work
Retirement isn’t the end for Karen; it’s a new beginning. Her life as a friend, single mom, founder of schools, and lover of unique hobbies is a launching pad for her next act. “I’m never going to stop!” she exclaims. Karen’s story is a part of Prudential’s “Protect Your Life’s Work” campaign.
Estée Lauder – Because Of My Age
A global campaign to change the conversation around beauty and aging. Launched in the UK, then rolled out to Europe and the U.S., the ads feature confident, accomplished women who embrace their age. Daisy Fuentes, as well as Gina Torres and Tamsen Fadal, anchor the U.S. campaign while other countries feature equally inspirational women.
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Donna Karan New York – In Women We Trust
Donna Karan’s spring campaign featured iconic models ranging in age from 28 to 58, including Cindy Crawford, Linda Evangelista, Carolyn Murphy, Amber Valetta, Shalom Harlow, Imaan Hammam, Karly Kloss, and Liya Kebede. And the fall campaign added Christy Turlington, Eva Herzigova, among others, to the group. The inspirational ad was art directed by Trey Laird and photographed by Mikael Jansson.
Burberry – Wrapped in Burberry
The holiday ad campaign “Wrapped in Burberry” was shot in the Bloomsbury neighborhood in London. Herschel and Lilly Stoller, a couple from Nebraska who are clients of the brand, are photographed in the back of a car in the midst of a gift shopping spree. Other iterations of the campaign showcase Olaolu Slawn and his partner Tallula and their two children as well as Rivals stars David Tennant and Alex Hassell.
QVC – The Age of Possibility
QVC’s “Age of Possibility” campaign reframes the lifestage for women 50+ as an age of opportunity. With a focus on social and building community, the retailer celebrates the demographic with Q50, 50 women over 50 who are confident, optimistic, energized, and supportive of the mission. Q50 includes Naomi Watts, Martha Stewart, Christina Applegate, Queen Latifah, Rita Wilson, and 45 other prominent female influencers. The platform even extends to on-air content focused on products for the demo.
EasyJet – Empty Nesters Take Flight
EasyJet “followed the data” when their research reported that 78% of British adults 45+ said they would like to take on a new challenge. Over half say now that they find themselves empty nesters, they hope to find passion in a new career. EasyJet launched a recruitment campaign featuring cabin employees that ranged from 48 to 63 years old. The airline has seen a 27% increase of cabin crew members 45+ in the past several years.
See ROAR forward’s top New Longevity Ads of 2025 HERE.
