Another Christmas gallops around with little obvious evidence of advertising pitched at the silver market. Whether you view it as praiseworthy or patronising, one the few ads that feature older people is Amazon’s re-aired “Joy Ride”, which shows three ladies of advanced years wistfully watching children tobogganing – and taking gleefully to the snow themselves after one of them orders the trio a sled each, wrapped and delivered at Santa Claus speed, of course, by the afore named advertiser. It has performed well, says Ipsos, demonstrating that recycling ads “isn’t just for wrapping paper” and that “Sometimes Christmas magic is about revisiting the classics”. The research company has surveyed UK adults aged from 18 to 75, asking, for example, whether they felt each of a clutch of advertisements was “for people like me”. Next year, maybe, we could see equipment marketing aimed at silvers getting out on Christmas Day Park Runs or hitting the ski slopes before the big blow out. Unlikely – but meanwhile Season’s Greetings to all from the news and views page. Have a good one.
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