Apia celebrates wisdom of over-50s in ad showing life mistakes of the young

Apia is targeting over-50s with a brand campaign featuring young ‘inexperienced’ Australians making life mistakes while a band of older musicians sing about how they wish their wisdom had come earlier in life.

The new work – by DDB Melbourne and directed by Abe Forsythe – features young Australians in situations such as missing family time by working late, failing to talk to their crush, dressing in identical styles, risking back injury and being inattentive on the road.

The ad shows a young man too shy to talk to his crush

The band singing a cover of ‘Ooh-la-la’ by The Faces – featuring the chorus “I wish I knew then what I know now” – appears in the background of each scene.

Apia ad shows identically dressed hipsters drinking from jam jars

“The over-50s market is not only one of the broadest, it’s also perhaps the most misrepresented,” said Jim Ritchie, creative director at DDB Group Melbourne.

A young man stays late at work while his children play at home

“We were keen to move the advertising away from a staid category offering, reliant on holding a mirror to its audience, to brand capable of existing within culture – and wisdom provides the perfect platform to do just that.

Apia: Selfies on the road

“To use the old adage, we didn’t want to teach our audience to ‘suck eggs’; rather celebrate their wisdom in a light-hearted and memorable way.”

Apia: Trying to lift a terracotta pot

Travis Hughes, manager at Apia Marketing said the campaign communicated the one thing over-fifties have in common, “the experience of life, which deserves to be recognised and valued.”

“This new brand platform is an opportunity for Apia to tip its hat to the wisdom and experience of our customers and demonstrate why we’re exclusively for over 50’s in a creatively engaging way,” Hughes said.

The campaign is rolling out across TV, Facebook, press, outdoor, digital and radio as well as on Youtube through 60-second bump ads targeted to video search preferences.


  • Group Creative Director – Jim Ritchie
  • Creative Director – Andrew ‘Fish’ Fisher
  • Art Director – Becky Morris
  • Copywriter – Anna Yates
  • Copywriter – Locki Choi
  • Head of Onscreen – Tuesday Picken
  • 7 Electric Street Richmond VIC 3121 Australia | T +613 9254 | | ABN 13 004 241 329 05:07
  • Senior Producer – Jo Alach / Sophie Simmons (Post Production)
  • Managing Director, Track – Tess Doughty
  • Senior Client Lead – Angela Bishop
  • Executive Planning Director – Ian Forth
  • Senior Planner – Rob Martyn-Wilde
  • Account Manager – Stuart Smith
  • Managing Director, Mango – Rebecca Ahern
  • Head of PR – Amanda Sheat
  • Head of Social – Penelope Lipsham
  • Senior Social Media Manager – Stephanie Grapsas
  • Account Executive – Sian Salmon


  • Production Company – Goodoil Films
  • Director – Abe Forsythe
  • Executive Producer – Simon Thomas
  • Producer – Jodi Matterson / Llew Griffiths
  • DOP – Lachlan Milne


  • Editor – Drew Thompson, Arc Edit
  • Grade – Martin Greer, The Refinery
  • Online Edit – Chris Reynolds, The Refinery
  • Music Supervision – Karl Richter, Level 2 Music
  • Composition – Electric Dreams Studio
  • Casting – Stevie Ray, McGregor Casting
  • Sound Mixing – Phil Kenihan @ Front of House

Client Team

  • Tim Hernadi – Head of Brand Marketing, Suncorp
  • Travis Hughes – Manager, Apia Marketing
  • Nick Coombe – Marketing Manager, Customer Sales
  • Jade Thomas – Marketing Specialist


  • Starcom

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