What’s so great about growing old?

This cheeky campaign from Y&R Peru answers the question in some funny ways.

(Click thumbnails for larger - and readable - versions.)

Having not yet reached these milestones, I can’t really comment on whether the ageism is offensive or not. I imagine the first one would give me a chuckle. The second might confuse me (they don’t do “women and children first” in Peru?)

However, the third one seems a little misplaced and… well… mean-spirited. While they made sure to be ambiguous to prevent a sexist reading, I can’t imagine myself strolling down the beach with my wife at that age and considering her undesirable. And people that age can — and do — have affairs, so trust is always the key.

It’s not a campaign for old people, though. It’s a campaign aimed at young people with visions of how they might be one day. So I guess I won’t tell the creative team in Lima to “get off my lawn”... just yet!

Credits after the break.

Executive Creative Director: Flavio Pantigoso
Head of Art: Christian Sánchez
Copywriter: Jorge Soto
Copywriter: Carlos Banda