Mother Becomes Grandmother for December

Age discrimination has long been felt in the advertising industry, with many brands ignoring or patronizing our older counterparts, instead opting to feature younger models in their campaigns.

But London-based agency Mother has decided to take a stand against this tradition and instead made 2016 the year that it celebrated the golden oldies. Think back to its No7 spot earlier this year, which featured an elderly ballerina as the protagonist, or the age-defying commercial for Sunlife life insurance (below).

But the latest initiative from the team starts within the agency’s walls. This Christmas, Mother has announced that it will rebrand and become Grandmother for the duration of December.

The name change aims to raise awareness of loneliness among the elderly and raise money for local charities.

And to mark this alteration, the agency is running a series of fun activities to celebrate the ageing process. To kickstart the initiative, Mother’s famous reception wall – which usually features pictures of employee’s mothers – has been replaced with pictures of their grandmothers instead (pictured at top).

Following this, the agency will roll out the Red-Hot Grannies phone line, which allows you to dial up and connect with an elderly woman while she reads erotic literature; as well as the knitted tweets auction; or or perhaps the traditional bake sale will tickle your fancy.

Look out for more events throughout the New Year and a debate on ageing to follow in the new year.