Retirement Living to the full

McCann is delighted to have produced the first brand response retirement sector advert to hit national TV for several years for McCarthy & Stone.

Going live this week, the advert is part of an integrated multi-media campaign which carries a new strapline - ‘Retirement Living to the Full’ - and celebrates the active lifestyles enjoyed by retirees at a McCarthy & Stone development.

The narrative focuses on a granddaughter en route to visit her granddad at his new apartment. She is concerned about her granddad being lonely. However, the scene cuts to show him enjoying a very active social life! When the granddaughter arrives she sees that he is happy, surrounded by friends and having fun.

Allan Cobb, Chief Strategy Officer at McCann, said: “We were challenged by McCarthy & Stone to address the dated perception of what retirement living means; building on its position as market leaders, and bringing its proposition and values to life on the small screen. We believe we have successfully reflected the reality of an aspirational retirement life.”

Universal McCann planned and purchased the airtime, which will run across more than 1,500 spots over the next three months. It will be supported on and offline by national and regional print advertising, a targeted door drop to five million homes and digital activity. A full PR campaign, closely aligned with the ‘retirement living to the full’ ethos, is also being implemented by McCann.

David Bridges, Group Sales and Marketing Director at McCarthy & Stone, said: “We are excited to see the potential impact a re-invigorated TV presence will have for the brand, and for consumer understanding of the sector as a whole.”