Brighthouse Financial shows real-life retirees exploring their passions and taking them to a whole new level in a new campaign that underlines there's more to retirement than giving up work.
The ads, by BBH New York, focus on three people for whom retirement is not an "end" but a beginning. For roofer Matt, seen here, it's a chance to focus on his impressionist painting. "I'm retired from construction, but I'm not retired from the creative life," he says.
Other spots feature Bob, who once ran a commercial nursery and now operates an organic farm in Petaluma where he instructs a new generation of farmers on raising healthy food, and Mari, a former scientist now fully committed to her passion for rock climbing.
The films are beautifully crafted, by director Henrik Rostrup of Variable, and will be featured on the Brighthouse Financial social media channels.
Notably, Brighthouse is also the latest advertiser to try to paint seniors in a less stereotypical light; we've also seen efforts from Reebok, Merck, Poland Spring the U.K.'s Sun Life.