Ageism Is Alive and Well in Advertising

It was an advertisement that warmed hearts across Europe last holiday season — and, eventually, many in the United States by way of social media.

An older man who appears to struggle just to get out of bed shuffles to a shed, where he starts lifting an ancient barbell. A neighbor rolls her eyes. Even his daughter is concerned. But the man persists. The payoff comes at a Christmas party where the man lifts his young granddaughter to put a star on the tree — his goal all along. Only then are you shown the logo of the Dutch pharmacy company DocMorris.

In terms of tenderness and respect for older people, the ad rivaled an American one by Gillette in 2017 called “Handle With Care.” It showed a real-life adult son caring for his aging father, who needs assistance with shaving after a stroke. The ad won multiple awards at the Cannes Lions festival, the largest gathering in the creative marketing community.

If only older adults were always so respected. But the truth is, ads that show contempt for older people are still far too common.

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