Over 50s dating app Lumen launches Australian ad starring neon-clad dancers
Lumen, a dating app for people over the age of 50, has launched its first TVC in Australia.
The ad stars over 50s dance troupe, Silver Classix, performing a dance in LED suits and masks. When the lights are brought up at the end, the faces and ages of the dancers are revealed.
Charly Lester, co-founder and CMO of Lumen, said in a statement that the Silver Classix crew were selected because they embody Lumen’s mission to shine a light on the ‘invisible generation’.
“Over 50s often cite that they are an invisible generation, with media and society in general often dismissing this dynamic and influential segment. Our new advertisement, starring Silver Classix Crew, seeks to raise awareness that over 50s are still full of energy and enthusiasm for life, and have so much to look forward to in their years ahead,” Lester said.
“We want to continue to empower over 50s by reminding the mainstream media that 50 isn’t the end, and in fact for many, it’s just the start of a journey of falling in love with oneself and maybe even someone else.”
Leslie Alison, founder, Silver Classix Crew, said: “We’re thrilled to star in Lumen’s first ever TV commercial. 50 is nowhere near the end of the road, as there’s so much fun yet to be had. As a dance instructor to over 50s for the last nine years, I have watched each of my students improve their skills and health with age, and have so much fun in the process. We love having the opportunity to share this message with the world, and support Lumen in their journey of empowering over 50s to find companionship, love and vibrancy for the rest of their lives.”
Lumen was founded in the UK in September last year. Since then it has expanded to the US and Australia at the start of 2019.
In 2014, Ostelin ran a similar ad with neon-adorned dancers to promote its vitamin D supplements to middle-aged women.
Yep, very cool.
Reminds me of the Scissor Sisters at the 2007 Brit Awards.
Theirs was an almost 5-minute LIVE performance that is, to this day, still stunning.
Have a gander here … https://www.youtube.com/watch?v=s_5o8-u28nY
Enjoy.
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