Caregivers Speak From the Heart in These Affecting Ads for Senior Living Centers

Brookdale challenges myths with series of unscripted stories

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Who will be taking care of me?

That's one of the scariest questions facing seniors as they move into assisted living. In a new campaign from The Buntin Group, Brookdale Senior Living shows viewers exactly who its caregivers are—and how invested they are in their residents—while trying to counter some persistent stigmas about senior living.

In a millennial-obsessed culture, the traditional dialogue about aging and "old folks' homes" can be dispiriting. But with these new ads, Brookdale hopes to evolve the perception of senior living and show how its network of centers—the largest in the country, with some 80,000 associates and 100,000 residents—can transform lives.

The campaign features real Brookdale associates telling unscripted stories about their connection to residents. In short, the work tries humanize facilities that have long been associated with doing the opposite.


Client: Brookdale Senior Living

Agency: The Buntin Group

Jeffrey Buntin Jr, Chief Strategy Officer

Ray Reed, VP, Group Creative Partner

Tom Gibney, SVP, Director of Content Production

Jason Skinner, VP, Group Creative Partner

Angie Melgar, Designer

Ben Hurston, Copywriter

Marissa Harkai, Senior Project Manager

Ben Thomas, SVP, Channel Engagement Director

Danna Grigson, Media Supervisor

Liz Diekman, SVP, Group Account Director

Jessi Olson, Management Supervisor

Film Production: Radical Media

Director, Brett Froomer

Exec. Producer, Jim Bouvet

Producer, Diane Castrup

Edit: Filmworkers Nashville

Audio: NPALL

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 22, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT