'The Beautiful After' Simulates the Aging of Middle Eastern Couples

By: Ady Floyd - Oct 16, 2015
References: adweek
'The Beautiful After' is an ad by McCann's FP7/DXB for Emirates NBD. The unique ad shows a wife or husband who has received a makeover to make them look 30 years older.

The commercial begins with one spouse walking down a hallway filled with images of the life they have shared with their significant other -- thus far. At the end of the hall, there is a room where the other spouse is waiting. When they greet each other and one is made to look 30 years older, it puts their lives into perspective, as well as conjuring a few tears.

The Beautiful After is an ad to encourage couples to begin planning for retirement. The commercial ends with the phrase "retirement is not an ending, but a new beginning for the rest of your life."