This is a poster ad for Goodyear Tires featuring a scantily clad, rather mature model in a revealing pose. The accompanying text says, "Goodyear truck tires with max technology. The only thing in your truck that never gets old."
This straight forward ad was created by advertising agency Leagas Delaney in Milan, Italy. The Creative Directors Stefano Campora and Stefano Rosselli did a great job at driving the point of this Goodyear
Implications - The parody of the nature of aging is one that is increasing in today's society. The inevitable fact that we all will grow older with time is something that fascinates consumers and should be taken into consideration when marketing.
Key Themes Behind This Trend
- Senior Modeling
- Brands hiring senior models in their advertising campaigns demonstrate a willingness to embrace diversity and disrupt the traditional, youth-focused advertising industry.
- Celebrating Aging
- The increasing popularity of campaigns that embrace aging sends a powerful message to consumers, addressing their concerns and helping them to feel more confident in their own skin.
- Humor in Advertising
- Using humor in controversial advertisements, such as those featuring senior models, can create a memorable and buzz-worthy campaign in an age where traditional advertising often goes unnoticed.
Where This Applies
- Fashion
- Hiring senior models for fashion campaigns can disrupt an industry that has long been criticized for its narrow representation of beauty standards, helping to promote diversity and inclusivity.
- Beauty
- Using senior models in beauty campaigns can disrupt an industry that has long been dominated by youth-focused advertising, promoting positive aging and body confidence to consumers.
- Automotive
- Ad campaigns, like Goodyear's, that embrace the aging of their products can create new opportunities for disruptive innovation in an industry that typically seeks to market new and improved models to consumers.
