Boomers ready to spend the kids’ inheritance in new Starts at 60 campaign

Australian performer, writer, and comedian Jean Kittson fronts a series of three TVCs for Starts at 60, an online community aimed at baby boomers.

The campaign is accompanied by the launch of Starts at 60’s new integrated ecommerce-led website.

The 30-second TVCs see Kittson standing in a living room holding a tablet, sarcastically stating things such as: “They say boomers is too old to understand online shopping. No. I just bought a fortnight in Port Douglas. Oh, and an outfit to got with it.”

This is the second time Kittson has fronted a campaign for Starts at 60, having previously done a campaign for its travel agency, Travel at 60. Recently, Kittson has joined Starts at 60 as a brand ambassador.

Rebecca Wilson, Starts at 60 founder and CEO, said: “The fabulous Jean Kittson scripted a lot of the campaign herself, working with the theme ‘a million Aussie Boomers ready to spend the kids’ inheritance’ on online shopping and travel. The humour is spot on. We are proud to serve over-60s and we want this generation to see their own vibrance and sarcasm in our advertising.”

Based on the insight that over 60s are 25% of the population, Wilson continued: “The key difference between this generation and others is they have discretionary money to spend and fewer brands speaking to them directly.”

The campaign also relaunches the Starts at 60 membership platform.

Wilson continued: “We are growing the membership of the Starts at 60 platform rapidly. We’re showcasing the great deals and curated online shopping at the new Starts at 60 Marketplace, the travel packages and national full-service agency at Travel at 60, and the amazing content to help navigate retirement at Starts at 60 News.”

“The emerging digital-savvy Baby Boomer is an exciting consumer and we’re finding tremendous growth in travel, finance, health and leisure. Covid disruptions are only leading to greater digital opportunities.”

The TVC was co-produced by Seven Red Productions and the Starts at 60 marketing team, and the web and print creative design and advertising is by Niche Studio.

The campaign will roll out this week across broadcast, digital, press and Starts at 60 social media channels.

Seven West Media is a shareholder of Starts at 60.

Kittson has previously fronted a campaign for Squeaky Gate Olive Oil.


Co-production: Starts at 60

Co-production: Seven Red Productions

Web and print creative design and advertising: Niche Studio

Media buying: Starts at 60


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