Brand Dig: Nike, Pirelli and Chevrolet confront age discrimination
In this blog series, researcher Harry Symington digs into the world of social media and discusses brands, news, trends and examples that have made the digital headlines.
This week, Harry looks at how brands are confronting age discrimination, with Nike and Pirelli turning traditional advertising and editorial imagery on its head, while Chevrolet is poking fun at both young and old stereotypes. But, most importantly, how are consumers responding?
Nike teaches the world to admire age
As a society we’re obsessed with youth. From articles like the annual Forbes “30 Under 30” entrepreneurs, to “rejuvenating” and “wrinkle-free” cosmetics, western culture has long celebrated youth over age. And a recent study from the IPA provides an insight into why that might be. With 33.7 being the average age at all IPA creative agencies, it’s perhaps not surprising that the advertising and media industries have been slow to tackle the issue of age discrimination.
One brand taking on the problem is Nike. Throughout the Olympics there was certainly no shortage of inspirational personal journeys of athletes. And they were diverse too – there were athletes of different nationalities, races, genders and abilities etc. But Nike stood out as one of the few brands that told the story of an 86-year-old nun, who has completed over 45 Ironman triathlons.
But it wasn’t just a marketing stunt to prove a point – the advert indexed strongly in ‘likeability’ and ‘attention’, according to the Ace Metrix analysis. It also strongly resonated with both women and men, who said the advert was inspiring and emotional. So if an advert about an 86-year-old nun can get 2.6 million hits on YouTube – isn’t it about time for the advertising industry to start embracing age in its creative? It might just start helping shift perceptions so we realise that growing old is not something to be anxious about – rather, it's something to celebrate.
Pirelli changes its tune in an elegant way
In 2015, the fashion industry created buzz online when several high profile brands like Kate Spade, Marc Jacobs, Dolce & Gabbana and Céline featured older women in their advertising. 80-year-old author Joan Didion gained perhaps the most attention because of her unusual and unique look. But you could argue these were less about grey power and more about shock value. So Pirelli is defying expectations to celebrate age in another way.
Once known for its over-sexualisation of women, the 2017 Pirelli calendar features portraits of older women in raw, natural and un-retouched photos. Included in this year’s lineup is Helen Mirren, Nicole Kidman, Kate Winslet and Julianne Moore. Each is over 40 – and some much older – with the photos looking at their power and influence in the world.
But what sets Pirelli apart from the somewhat blatant prints and adverts from the fashion brands is that the photographer behind the images says he wasn’t even thinking about their age. “I was thinking that they all have something about them that is vulnerable and truthful at the same time,” says German photographer Peter Lindbergh. And it shows in the photographs, which are honest portrayals of the women first, and a celebration of their age second.
He explains: "Innovation is valued above experience and that has created an imbalance and a focus on change. There is a misconception that age and innovation are seen as mutually exclusive." According to Savani, age has long been regarded as something that is unattractive and "there is a greater awareness and acceptance in the industry where individuals have an invisible sell-by date".
Chevrolet pokes fun at both old and young stereotypes
While some brands are keen to demonstrate an appeal to all ages by including older people in their campaigns, others are determined to look and feel like a young, millennial brand – even if it's plainly obvious their core audience is a bit more mature. One brand that's trying to appeal to millennials is Chevrolet – but it’s taking a somewhat tongue and cheek approach.
One advert features a diverse group of millennials in a focus group scene. The moderator asks their opinions on a campaign aimed at them – should it be set in a spontaneous beach party or a breakdancing competition? The 20-somethings begin to laugh and look on at the proposals in disbelief cheap jordan website. However, in the end the new Chevrolet Cruze is unveiled and the message revealed: young people don’t want an advert directed at them. They want a car that’s built for them.
Rather than falling for the typical stereotypes when targeting an age group, Chevrolet is mocking them under the guise of being serious. Chevrolet knows that it’s current brand loyalists are more likely to be over-40 rather than under, and it’s used its position as an “older brand” to play on the “out of touch older person”. What’s smart is it’s really challenging two age stereotypes.
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