‘Because life never gets old’
‘Because life never gets old’

It’s all part of a major new campaign that launched on 2nd January to raise awareness of the company’s equity release products for over 60s.

The campaign TV spot follows a young couple, Jimmy and Elaine from when they first meet – locking eyes across a crowded 1970s dance floor – through marriage, children and into later life. The years have passed, time has changed many things, but Jimmy and Elaine’s love and sense of adventure still burns bright, and they are excited about what comes next.

The campaign was created and produced by award winning independent Irish agency Javelin and centres around the creative platform of ‘Because life never gets old’. The campaign will air across Television, Radio, Print and key digital touchpoints including Search, YouTube and display with all media planning and buying by Javelin.

Audrey Farrelly, Business Director in Javelin said she was incredibly proud of the campaign as communications to this audience typically depicts older people as one of two clichés, the feeble and infirm or super-lively and energised. This campaign succeeds in avoiding both clichés and reflects a life experience that is much more genuine and authentic.

‘We’ve had an incredible journey with the Brand, working very hard to understand the audience, how they are feeling and what their needs are in the later stages of life. And quickly understanding that 1 in 4 older people are making unnecessary, significant cutbacks in their standard of living.

Ailish McGlew, Head of Marketing and Communications at Spry Finance, said ‘We can all be a little nostalgic for our lost youth but that doesn’t mean we want to live a limited life as we get older. Many people who are over-60 still feel young and are excited about what comes next – but they tend to be poorly served by lenders when it comes to accessing credit and realising value from their assets.

This is what the new Spry Finance marketing campaign speaks to – the choice we are providing for those who are striving to enjoy a greater life in later life.’