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Age UK ‘That Little Bit Easier’ advert

Agency: Kitcatt Nohr Alexander Shaw

Client: Age UK

After a very successful first wave, Age UK will launch the second phase of its national TV advertising, starring actress Eleanor Bron (72) who is best known for her roles in ‘Woman in Love’, ‘Black Beauty’ and ‘Monty Python’.

The advert highlights common problematic areas affecting those in later life, and offers solutions to these through the products and services offered by the charity’s commercial services arm Age UK Enterprises. This is part of the on-going campaign to raise awareness of Age UK as the new force combining Age Concern and Help the Aged.

The last wave of advertising prompted a 212% increase in calls to Age UK helpline. Hoping to raise further awareness, the advert directed by Richard Loncraine (64), acclaimed director of films ‘Richard III’, ‘Wimbledon’ and TV’s ‘Band of Brothers’, is due to hit screens on October 11.

Viewers see Eleanor Bron featured in a close up shot, highlighting Age UK’s products and services as the solution for the audience in later life to make things ‘that little bit easier’.  

As with the previous Age UK adverts, the advert ends with the strap line: “Age Concern and Help the Aged have joined forces, to create Age UK, a new powerful organisation to make your later life better”.  

Following the merger of Age Concern and Help the Aged’s commercial services arms, Age UK Enterprises has over one million customers and has over 26 years experience in meeting the needs of those in later life.

“We are delighted to run another round of the TV advertising to highlight how the products we offer can directly enhance the lives of those in later life, “ said Managing Director for Age UK Enterprises, Gordon Morris.

“Operating as a social enterprise we can deliver great customer service because we are not driven by profit and always put the customer first. We design products with our partners based on what our customers tell us they need and  and trust us to deliver.”

The Age UK campaign first launched on 19 April with a national TV advert featuring actor Brian Cox (63), best known for his roles in Shakespearean drama and appearances in ‘Braveheart’, ‘Rob Roy’ and ‘The Bourne Supremacy’.

Next came Sir Ian McKellan (70) famous for his varied roles in the ‘Lord of the Rings’ trilogy, ‘Coronation Street’ and ‘X-Men’. Eleanor Bron is the third high profile star to hit our screens.

All actors and directors involved in the campaign are all over 60 and have provided their time for free. Since the campaign launched, calls to the Age UK helpline have more than doubled, with email traffic via the organisation’s website up 600%.

The national TV advertising is being supported with a marketing campaign to raise awareness of what Age UK can do to help ranging from vital research and campaigning to information and advice, products and services. 

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