DDB Stockholm created two funny ads for McDonald’s Sweden, targeting senior citizens. The ads sit side-by-side and are nearly carbon copies of themselves. The ads are have a lot of negative space and have just a few lines of text. Even from far away, the red, white and yellow color scheme makes its branding clear.
The first ad reads: "If you’re above the age of 65, you get a free cup of coffee with any menu” and the second one reiterates its point by stating the same again and repeating "We said..."
The ads play on the stereotype that elderly people are hard of hearing. Even though the ads might seem a little harsh, DDB Stockholm's art director Gustav Holm notes that "In Sweden even older people have a sense of humor."
What's Driving This Trend
- Targeting Seniors with Humor
- Brands across various industries can utilize humor to target senior citizens and create a memorable advertising campaign.
- Negative Space Advertising
- Negative space advertising can be an effective and attention-grabbing way to convey a message and ensure branding is clear.
- Repeating Advertisements
- Repeating certain aspects of an advertisement can help make the message stick and create a memorable campaign.
Who This Affects Most
- Fast Food
- Fast food chains like McDonald's could generate buzz and engage with seniors by implementing humorous and repetitive advertisements specific to this demographic.
- Insurance
- Insurance companies could utilize similar strategies in advertising their senior-specific plans and ensure the message sticks while creating engagement with the audience.
- Tourism
- The tourism industry could take a similar approach by targeting senior travelers with humorous and memorable advertisements that cater to their age group's desires and interests.
