Advertising agency Javelin has launched the 'Because Life Never Gets Old' campaign on behalf of Spry Finance, showcasing the possibilities for "joy in ageing".

The campaign aims to champion older people by "showing them as they really are, in all their spirited, humorous, full-of-life glory".

Javelin and Spry want to raise awareness of the latter's equity release products for homeowners over 60. The campaign will run across television, radio, print and digital, including search and display.

Working on a fully integrated basis, agency Javelin is delivering for the team at SPRY across strategy & planning, creative development, media and digital strategy, planning and buying. There are a series of five TV spots that showcase that life doesn't stop as you get older.

The campaign also includes playful and provocative out-of-home and digital out-of-home, which is the first time that Spry has used the medium.

“We’ve been working as Agency partners to Spry since 2023, and it was a joy to create this new campaign in support of their ‘Because life never gets old’ Brand platform, telling stories and putting the spotlight on our target audience, those over 60 who have plenty of things to do and places to go – Spry Finance can support that and we wanted to showcase that," said Avril Murphy, junior account director with Javelin.

Ailish McGlew, head of marketing and communications at Spry Finance, said: “At Spry, it was incredibly important to us that this campaign reflect the real lives of our customers — not through stereotypes or outdated portrayals, but with honesty, warmth, and energy.

"Older people are living full, dynamic lives, and The Joy of Ageing captures that beautifully. We’re proud to work with a team that truly understands and respects the audience we serve.

"We see beyond the loans and want to strive to create roles for all older people. This is part of our mission at Spry from partnering with the Guinness Choir and The Age Friendly University @DCU. This next chapter will be another step in this direction for us."

(Pic: YouTube/Spry Finance/Javelin)