In a new campaign from U.K. insurance company Sun Life, over 50s insist that they still "have a life" as they defy sterotypes and have some fun.
The spot opens on a man on a cruise, who rips off his linen suit and zip wires off the boat to a cool beach bar. There's also a karate-kicking grey-haired woman, a sunbathing beauty who lifts her big hat to reveal she's a "woman of 62" (she also appears in another spot, in which she causes a bunch of guys to fall off their bikes and into her hot tub), a 55-year-old astronaut and a bunch of biking daredevils.
The campaign is the first work for the brand by Mother London, and the spots are directed by Matt Piedmont at Prettybird.
SunLife's marketing director Ian Atkinson said in a statement: "Some people still believe that turning 50 is something to worry about, that life slows down after that -- but after conducting the U.K.'s biggest-ever study with 50,000 people over 50 we know that's not the case at all: for many, life after 50 is the best time of their lives. That's why we're delighted to launch this campaign, which dramatizes the busy, fun, exciting side of life after 50 -- and is a bold departure from what you might expect from an insurance company."