Merck Consumer Health conducted a "social experiment" at a diving pool in Italy to bring home the message that you're never too old to try anything for the first time.
For the video, agency Ogilvy & Mather Italy and director Amanda Blue at The Family brought together young members of the Turin diving team and, while they were training, asked their parents if they would like to learn to dive themselves. The main response is "We're too old for this."
However, then we see Pino Auber, a 79-year-old man from Trieste, appear atop the ten-meter platform and completing a spectacular and thrilling dive. We learn that he began diving at the age of 57. The endline is: "Today we're living longer. There's always time for a first time."
The film promotes Merck's WE100 project, which aims to change the way society thinks about the older generations and supports people on their journey towards healthy ageing. It's running on the WE100 Facebook page.