Creativity

AARP: Body Bags Have Stopping Power

The American Association of Retired Persons: How long before they invade a Third World country, step one of their plan to take over the world? In the meantime, in cahoots with agency GSD&M, they're getting very tough with media buyers, a notoriou

Published on Jan 27, 2004

Editor's Pick

The American Association of Retired Persons: How long before they invade a Third World country, step one of their plan to take over the world? In the meantime, in cahoots with agency GSD&M, they're getting very tough with media buyers, a notoriously youthful and easily bored group, on behalf of AARP Publications and www.aarpmedia.org. As the AARP's account director, Maureen Barry, notes, "The ads are indeed targeted to media planners, who do tend to be twentysomething, and to CMOs on the client side. Based on the testing we did, the body bag concept had absolute stopping power even with this young, somewhat jaded audience." We bet. Gotta be one of the creepiest ads of the year, and it's only January. Another "execution," coming soon: a 50+ couple at a spa, getting massages, complete with toe tags. We can feel ourselves aging while we impatiently wait to see it!

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About

Credits

Date
Jan 27, 2004
Art Buyer:
Kelly Walther
Copywriter:
David Parson
Photographer:
Uwe Duettmann
Print Producer:
Kelly Grant
Art Director:
Ralph Watson
Group Creative Director:
Scott MacGregor
Group Creative Director:
Derek Pletch
Client:
AARP
Agency:
GSD&M

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