Rejuvenation
Magazines Media Station has realized a series of commercials for Zeitlupe, which are intended to have a rejuvenating effect on the target group.
Magazines Media Station has realized a series of commercials for Zeitlupe, which are intended to have a rejuvenating effect on the target group.
Senior citizens dance the tango, lose themselves in video games, dash around as sporty skaters or flirt while taking photos in an art museum. "The basic idea of the campaign for the magazine Zeitlupe is to use attractive formal means in sound and vision to show activities that are not immediately associated with the target group," says Emil Mahnig, editor-in-chief of Zeitlupe, formerly known as "Seniorenzeitung", explaining the new concept. The agency thus had "young activities carried out by older people" in its TV commercials, as Media Station adds.
The people shown in the commercials correspond to the target group. To keep the effect of the films as authentic as possible, the senior citizens were not replaced by body doubles during filming. The dynamic skater skating around Lake Aegeri is over 65 years old and actually covers several thousand kilometers a year on his blades.
The commercials were directed by Robi Sulzbacher. He showed the people in the first shots in such a way that you can't recognize their age. On the voiceover level - with the voice familiar to this generation
by Beromünster hit parade legend Christoph Schwegler - the "prejudices" are first reinforced and then dispelled. This is done with statements such as "What do you mean, old bones?" - "You keep up with Zeitlupe magazine ..." or "What do you mean by standing still?" - "You're always on the move with Zeitlupe magazine."
At the end of the various short films, there is a packshot of the magazine and the claim: "With Zeitlupe magazine, you always have an overview and benefit from Pro Senectute's knowledge and network." This is followed by a telephone number to order a free copy.
The close symbiosis of image and sound was also important to the makers. This is why the music was composed individually for each commercial. Despite their youthfulness, older people take in the messages somewhat more slowly. The timing of the 20-second spots therefore required "not only a precise visual language, but also a clear time frame", according to Media Station. Sufficient space of over 6 seconds was used for the actual product placement. Before that, up to 12 cuts can be seen in the first 13 seconds. Despite this, the slow-motion commercials do not look like a hectic music clip, but tell a clear story in line with the target group. The films are currently being used on SF 1 and partly also SF 2.
Andreas Panzeri
Senior citizens dance the tango, lose themselves in video games, dash around as sporty skaters or flirt while taking photos in an art museum. "The basic idea of the campaign for the magazine Zeitlupe is to use attractive formal means in sound and vision to show activities that are not immediately associated with the target group," says Emil Mahnig, editor-in-chief of Zeitlupe, formerly known as "Seniorenzeitung", explaining the new concept. The agency thus had "young activities carried out by older people" in its TV commercials, as Media Station adds.
The people shown in the commercials correspond to the target group. To keep the effect of the films as authentic as possible, the senior citizens were not replaced by body doubles during filming. The dynamic skater skating around Lake Aegeri is over 65 years old and actually covers several thousand kilometers a year on his blades.
The commercials were directed by Robi Sulzbacher. He showed the people in the first shots in such a way that you can't recognize their age. On the voiceover level - with the voice familiar to this generation
by Beromünster hit parade legend Christoph Schwegler - the "prejudices" are first reinforced and then dispelled. This is done with statements such as "What do you mean, old bones?" - "You keep up with Zeitlupe magazine ..." or "What do you mean by standing still?" - "You're always on the move with Zeitlupe magazine."
At the end of the various short films, there is a packshot of the magazine and the claim: "With Zeitlupe magazine, you always have an overview and benefit from Pro Senectute's knowledge and network." This is followed by a telephone number to order a free copy.
The close symbiosis of image and sound was also important to the makers. This is why the music was composed individually for each commercial. Despite their youthfulness, older people take in the messages somewhat more slowly. The timing of the 20-second spots therefore required "not only a precise visual language, but also a clear time frame", according to Media Station. Sufficient space of over 6 seconds was used for the actual product placement. Before that, up to 12 cuts can be seen in the first 13 seconds. Despite this, the slow-motion commercials do not look like a hectic music clip, but tell a clear story in line with the target group. The films are currently being used on SF 1 and partly also SF 2.
Andreas Panzeri
