Spry Finance ‘Joy of Ageing’

Spry Finance set out to continue building its brand platform ‘Because Life Never Gets Old’ with a campaign that challenged the familiar tropes surrounding ageing. As a provider of equity release solutions for homeowners over 60, the company wanted to reflect the reality of its audience’s lives. Not quiet retirement or slowing down, but energy, curiosity, and ambition. Working in close partnership with agency Javelin, the brief was clear. Show older people as they actually are: engaged, adventurous, and still shaping what comes next.

The creative centred on a series of five TV spots that put older individuals firmly at the heart of the story. Each vignette captures moments of movement and possibility. A DIY project underway, an unexpected adventure taking shape, small decisions that hint at bigger plans. Directed by Locky and produced with the team at Tiny Ark alongside Javelin Dublin, the films lean into warmth, humour, and authenticity. The intention was simple. Portray later life not as a slow fade, but as a stage filled with momentum and curiosity.

Production focused on keeping the energy genuine. Performances needed to feel natural rather than staged, capturing the small details that make everyday moments feel real. Locky’s direction emphasised spontaneity and character, allowing the cast to inhabit each scene with ease while maintaining a lively rhythm across the films. The result is a set of spots that feel intimate, optimistic, and grounded in lived experience.

In post-production, the focus turned to shaping a cohesive campaign across multiple channels. Alongside TV, the work rolled out across radio, print, search, digital display, and social, while also marking Spry’s first move into out-of-home and digital OOH. Careful editing, pacing, and sound design helped maintain the campaign’s warmth and clarity across each format, ensuring the message carried through every touchpoint.

The campaign continues Spry’s broader commitment to championing visibility and opportunity for older people. Following partnerships with initiatives such as The Guinness Choir and the Age-Friendly University at DCU, this new chapter reinforces the brand’s belief that life after 60 is anything but quiet. It is full of plans, possibility, and momentum.