MARKETING MIX: Global pulse - Living life to the max

Over-50s don't feel old and aren't ready to give up on adventure yet. They have passed the stage of school runs and Disneyland obligations.

They have more time, money and freedom, and they plan to make the most of it by experimenting and having fun while they still can.

This American Express ad powerfully connects with this sentiment, by recognising the optimism and the new-found desires the 50-plus have. It encourages them to fulfil the dreams they have put on hold while bringing up their kids.

This One and Only ad presents a beautiful, inspirational older woman.

She is realistically attractive, elegant, subtly independent and has the freedom and confidence to be slightly rebellious, wearing an evening dress but holding her shoes in her hand. The caption, 'Live for the moment', is exactly what this generation is aspiring to do.

The sentiment of this Emirates ad, 'Keep discovering', is also excellent, but the imagery is a little too extreme for even the most adventurous 50-plus consumers. They want to try new things and push their limits, but not kill themselves.

Information supplied by the ENGAGE team from Headlight Vision. For further information, call 0207 150 3350 or e-mail crawford@headlightvision.com.

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