"Where the Sun Don't Shine"

12 January 2026

90s

A dynamic third act.

"You're boomer, you've had a tumour, you can't have a sense of humour" opines the singer in a plaintive moment during Staysure's upbeat pushback against the limitations placed on those in the third act of life. Those thirteen words could have come from the pen of Victoria Wood and they are the key to the whole idea and Jim Gilchrist's montage of aged defiance backs the sentiment to the hilt.

There is a lot of noise from older creatives about ageism within the ad industry and, while the validity of their complaints is a discussion for another day, there is no doubt that the portrayal of older people in TVCs is so bad that it's a breath of fresh air when it's merely patronising.

It is sad that it's only in commercials targeting the grey pound where that is not the case, but let's be grateful for work like this which pushes back the orthodoxy about those north of fifty so hard that it knocks it over.

UK

Insurance