Iam sorry I think the Legal & General by doing this are buying into the whole story they say they want to change.
retirement has changed so lets get lots of pictures of old people doing wildly different things that we can be amazed by or goggle at so that there are all those freaky old people doing peculiar things.
Its like the quote Retirement has changed, no longer the dolling out of carriage clocks and twilight walks on the beach That too was a myth promulgated by people to lazy to know better. Yes, of course it applied to some people, but certainly not the majority. Looking at my parents, born during WW1 and my grandparents, born in the 1880s, not one was given a carriage clock and while one lived by the sea, they were usually too busy to walk there as much as they would have liked to. In previous generations many retired people were living in poverty, barely managing on a state pension.
What I want is not to appear different but to appear normal, part of the whole of society. Adverts, whether for food, make-up, clothes or cars that show people of all ages together, not just young people with children where appropriate. Many older people are still working into their 70s and 80s - and not just as assistants in B&Q. Lawyers, accountants, engineers may not be working full time but they are still working. Some in senior positions.
Other countries have succeeded in incorporating older people into main stream advertising. I picked up a brochure about telecommuniations services in France ayear or two back. The booklet showed single people, young families and older people. The older people were shown as people who bought smart phones and wanted the best service and knew how to use it. None of this elderly carpet slippers old man having how to use a phone being carefully explained to him by a son and grandson, which is how it is always portrayed in the UK.
So next time you advertise insurance products, show people discussing things in an office where the expert is in his 70s and fit and well, show older people running for trains, going away on business trips and, generally doing what everyone else does.
Envious of real friendship - trouble making friends
Security is now so intense - cracking down on fraud
We owe the next generation better - children in shipping containers