Isolation among the older generation is likely to spiral as we head into a socially distanced winter of little contact between households. With this in mind, Cadbury Dairy Milk is continuing its ongoing campaign in partnership with Age U.K. highlighting loneliness, but with a new point to make: take the time to have a meaningful conversation with an older person and you might hear something interesting.
In a new TV and digital spot from VCCP, seniors beg not to be asked infantilizing questions like whether they're cold if they slept well. "Ask us about our adventures," they say.
We then hear from some seniors their surprising life stories about running off to join the circus or kissing "the most famous rock star on the planet." One woman wants to be asked about the time she posed nude, aged 72.
The spot, directed by Billy Boyd Cape via Academy, highlights that an estimated 225,000 older people often go a whole week without speaking to anyone. "We know that this year due to COVID-19, older people have been more socially isolated than ever but, in amongst all the worry, we wanted to strike a positive note and celebrate them—this film does just that,” said Claudia Miceli, senior brand manager at Cadbury, in a statement.
“Last year we asked people to talk, this year we’d like them to listen, " added Darren Bailes, executive creative director at VCCP. "The truth about older people is they don’t need tiptoeing around. They’ve been there and done that, so they’ve got some amazing experiences—our new film is all about encouraging the nation to donate their words and seek them out."