From tea to lie-downs, this ad sets out to challenge stereotypes of older travelers

A new campaign for Saga Holidays, the U.K. travel brand aimed at the over 50s, sets out to challenge stereotypes about what older people like to do on vacation, all delivered with a dose of dry British humor. The spot features stage and TV actor Nicholas Farrell and promotes the brand's new ‘Tailor-Made Travel by Saga’ holidays, aimed at the more independent traveler, by juxtaposing preconceptions about what older travelers enjoy with the reality. For example, as we see Farrell participating in a Japanese tea ceremony, he remarks: "Experience tells me you probably think we're constantly stopping for tea." And, as he rides through a desert in a dune buggy, he refers to "pootling along," in the manner of an older person driving a car. He also refers to "regular lie-downs" as he enjoys a massage in Bali, as well as how older travelers "like to follow a flag," as he takes part in a South American music festival. The creative is by VCCP and it was directed by veteran comedy director Tony Barry. As well as the 30 second TV ad, 10 second edits will run on social and digital. “We know there are many incorrect preconceptions about what a Saga holiday is and the people who take them, so we’re setting the record straight,” said John Constable, CEO of Saga Travel Group, in a statement. “Our customers tell us they want exciting experiences in fascinating destinations. They love adventure, culture, wildlife and beauty, which our new ‘Tailor-Made Travel by Saga’ holidays deliver in spades. We wanted to create a witty juxtaposition between assumption and reality to make that point." “The gap between the perception of a Saga holiday and the reality is as wide as the Grand Canyon - which, of course, you can visit as part of a Saga Tailor Made Holiday," added Jim Thornton, executive creative drector at VCCP.

From tea to lie-downs, this ad sets out to challenge stereotypes of older travelers

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