Age UK Loves Later Life in a pro-ageing TV spot

The charity is replacing its “Improving later life” brand slogan with “Love later life” with a TV campaign.

The campaign features a poem written by Roger McGough, with a 40-seond version read by actor Jonathan Pryce, and a 60-second version voiced by Christopher Lee. McGough’s poem stresses that “ageing isn’t an illness, but a way of life” and aims to shatter preconceptions about growing older.

As a former adman, I can appreciate the technical skill in this spot but I do not feel an emotional rush that would motivate me to reach out for help or to donate funds. The subject matter offers fertile ground for such emotional appeals.

What do you think?