What makes a great ad, great? This Polish Christmas ad hits it out of the ballpark. You hardly realize it’s for Allegro, an online auction platform. You’re busy smiling and crying at the same time. So why has this ad resonated with over four million people? Yes, there’s a cute dog, but that’s not it. In a world where advertising repeatedly marginalizes and stereotypes older adults, this ad stands out precisely because it is not ageist.
The elderly man shops online, learns new skills, travels independently, makes plans and implements them. This is what older adults do throughout the world, but it’s not how they are often portrayed. Instead, they’re stereotyped, made fun of, diminished. Why do so many people love this ad? Because it is respectful, it is truthful, it is funny, it is sweet. If you haven’t seen it, sit back and enjoy. If you have seen it, think of someone and share it.