Colonial First State encourages Australians to rethink retirement in new work via It’s Friday
In a new brand platform and TTL campaign: ‘Unleash Your Second Half’, created by newly appointed agency, It’s Friday, Colonial First State (CFS) is encouraging Australians to rethink what retirement means to them, turning it from a perceived ‘ending’ to an opportunity to unleash their ‘second half’.
Traditionally, Australians are meant to retire happily after 40 years of work, but many reject the stereotypes of retirement, which no longer match the expectations or desires of many Australian pre-retirees. Many people are seeking to enter this new phase of life on their own terms, injecting it with new purpose and a desire for ongoing fulfilment and meaning.
‘Retirement’ is the beginning of their second half. A second half that isn’t defined by what they did in their first half.
So, the campaign asks Australian pre-retirees an important and unexpected question: ‘What do you want to do when you grow up?’
Says Todd Stevenson, chief customer officer at CFS: “The new campaign created by It’s Friday recognises that, for many Australians, retirement isn’t what it used to be. When planned for, it can be an exciting new time of personal growth, achievement, and purpose. A time when people often have more freedom to pursue things that are meaningful to them, but not necessarily what they did in their first half. CFS wants to celebrate that and help Australians make it as great as it should be and recognise the important role that a financial adviser can play.”
It’s a question normally asked of the young but is given surprising new relevance when put to ambitious Australians about to embark on their second half. Each character we see in the TV spots has a vision for their future that will give them as much, if not more, purpose than their working life.
By planning for retirement, these ‘second halves’, which have been nurtured throughout people’s lives, can finally be unleashed, allowing each to thrive in a new way.
Says Vince Lagana, chief creative officer of It’s Friday: “It’s exciting to take a category that often feels passive and cliché and inject new energy into it by flipping the traditional message.
“Some retirees may want to sail off into the sunset and take long walks on a beach, and all too often that’s how older people are depicted in advertising, but retirement doesn’t have to be that. It can be a chance to rediscover your youthful exuberance and try new things. Acknowledging this will be a breath of fresh air for many pre-retirees, while repositioning CFS as the brand dedicated to making it happen.”
Creative Agency: It’s Friday
Media Agency: Essence
Production Company: Good Oil
Director: Curtis Hill
Post Production: The Editors
Music Production & Composition: Electric Sheep Music
What a refreshing take on the way we think about progressing through our working life. Fashion influencer energy is strong. Good job.
It’s bloody hard to do this well – and you did. Doing old people in ads always comes across cringe – yours doesn’t, and the line is great.
Nice surprising work for a very dull category.
About time someone represents older people correctly in advertising.
Showing old as cool, not only makes sense, its damn cool. Most people approaching retirement come from a generation where ‘cool’ was invented. Not many wear beige cardigans and own a Labrador like normally depicted. Nice work.
The generation who invented ‘cool’ are already retired. But I agree. The only old person alive today who hasn’t dropped acid or smoked weed is John Howard.
This is a really cool platform for the brand. Well done!
Excellent work, see we’re not all old farts.
This is just plain stupid.
Of all the possible strategic directions for a bank/investment provider this is just muddle-headed.
Clearly all those commenting favourably are 30-somethings caught up in the execution rather than the thinking.
PS: I’m 69, retired from advertising for 17 beautiful, bludging years and loving it.
My motto: ‘It’s amazing how little you can get done in a day if you really put your mind to it.’
The last thing you want when after the hectic life of working every day for 30-40 years is more fucking work.
Fortunately I don’t have to.
Pity the fool who does.
@Old Couch Potato Guy, I relate to the man playing the piano in the ad. If I can relax in retirement and play my guitar in bars at my own leisure, then happy days. It’s far from another job.
I love it when they just say ‘stuff it’ and the insight becomes the ad.
Funny, I thought the insight wasn’t the freshest but the creative was good. “What do you want to when you grow up?” is a great way to start a retirement ad. Nicely executed and a great tone.
Thought this was the Ryman ad when it came on TV. Looks identical.
@Old Couch Potato Guy are you sure you’re not Abe Simpson, yelling at a cloud?
Love the line
And being busy and creative towards retirement prolongs happiness, self-worth and of course, life itself. For most.
Cudos to @couch potato, you’re a little bit wrong.
I want to live everyday of my life and not waste a single day sleeping on a couch.
Great ad and great attitude. Excellent .
Meanwhile, in the real world, this ad plays as only the last 15 seconds and it’s the least appealing and convincing part of the whole ad. Personally, I hate it.