Behind the scenes of Age Co’s new Feel Good TV advert

Last month, our new TV advert (and Barry’s dance moves) hit the screens, showcasing why Age Co customers feel good about their insurance.

In this article, we take you behind the scenes and talk to the inspiring people who helped make it all happen.

Concept: bringing the feel good to later life

At Age Co, we want people to feel good about later life. Both through the products and services we offer - like insurance - and by our support of Age UK.

Age Co is 100% owned by Age UK, and our profits go back to the charity. In the last five years, we’ve donated more than £12m towards helping older people in need.

So, whether you’re looking for:

• Travel Insurance
• Home Insurance
• Car Insurance

You can feel good about choosing Age Co.

In our new advert, our goal was to capture this feeling and to showcase the joys of later life. And, as our Director, Graeme Hill, says: “Nothing quite encapsulates joy like dancing.”

Watch now: behind the scenes

Bringing the set to life

We wanted our TV ad to have a strong visual identity, one that mirrors the vibrant, joyous imagery we use across our brand and shows ageing in a positive light.

On creating a beautiful design for us, Art Director, Katie says: “Every aspect of the design has been carefully curated to create a cosy and inviting colour palette and aesthetic, while also showcasing Barry and Linda as a vibrant couple who defy age-related stereotypes. At 60, they are depicted as full of life, with bold wall colours and quirky accent pieces that set them apart from the typical over-60s couple. The space is infused with Age Co's brand colours, seamlessly reinforcing brand recognition while also supporting our modern and quirky feel.”

Of course, being part of a charity means that every penny counts. That’s where Dunelm, Age UK’s newest corporate partner, came in. They kindly donated much of the furniture and furnishings we needed to dress the set, and the items helped create the stunning, colourful home environment you see in the ad.

And just to add a little extra feel-good feeling, after the shoot, all the items were given to a local Age UK. These pieces are now helping create welcoming spaces for service users and replacing broken furniture in the homes of vulnerable older people.

“Knowing our furniture has not only helped promote the amazing work Age Co do, but that it’s also gone on to make a positive difference to both the hardworking volunteers at Age UK and the older people they support, is truly wonderful,” says Paul Sullivan, Head of Community & Charity at Dunelm. “It really goes to show what a difference can be made through a corporate charity partnership like the one between Dunelm and Age UK.”

Thank you to everyone who helped bring our advert to life

Over the course of several months, and five days of filming in Manchester, we worked with an amazing team of professionals, including:

• Our creative agency, Campfire
• Production company, The Gate
• Actors Ian Waller and Keeley Harker
• Dunelm

We also have a fantastic group of people working at Age Co, who all pulled together to help bring this vision to life.

It’s our hope that through Age Co, more people can discover products and services that bring the feel good to later life.

Click here to learn more about Car, Home, and Travel Insurance you can feel good about.