Through an Aging Father’s Memories, Energy BBDO Captures the Emotional Bonds of Home

Home Instead highlights touching details in 'The Third Stair'

Memories are housed in the subtle details of a home in this senior-care spot. - Credit by Energy BBDO
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Already known for creating some of the industry’s best, most emotional storytelling for surprising clients like Extra Gum and Windex, Chicago agency Energy BBDO now has a client soundly in its wheelhouse: Home Instead Senior Care.

You might recognize Energy BBDO from its “Story of Sarah and Juan” for Extra or its recent work for Pearle Vision, and this time around the agency is capturing a scenario many will instantly recognize: the talk with an aging parent about assisted living.

As you might know or can easily imagine, the decision to leave home, sometimes after many decades, can be an incredibly difficult one for seniors—often because it means coming to terms with a spouse’s death or entering a final and irreversible phase of life. It’s often a heartbreaking experience for everyone involved.

In its first work for Home Instead Senior Care since winning the account last year, Energy BBDO conveys just such a conversation, including how the client can help end the discussion on a less disruptive note.

According to the agency, 56 million Americans will be 65 or older by 2020, and nine out of 10 Americans in this age range want to continue living at home as long as possible. Home Instead is the world’s largest senior care company, with more than 1,000 franchise offices in 12 markets globally.


Agency: Energy BBDO
Client: Home Instead Senior Care
Title: “Third Stair”

Home Instead Senior Care
Global Chief Brand Officer: Jessie Brumbach
Director of Advertising & Marketing Research: Katie Cox
Director of Marketing & Public Relations: Erin Albers
Video Creative Manager: Andrew Nelson
Creative Manager: Rachel Lambert
Marketing Coordinator: Jeni Enzolera
Energy BBDO
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Ioana Filip
Creative Director: Phil Jungmann
Art Director: Elaine Kalvelage
Copywriter: Andrew Ciaccio
Head of Production: John Pratt
Producer: Maddie Gorman
Senior Post Producer: Jenny McDonald
Post Producer: Samantha Vaupel
Director of Music: Daniel Kuypers
Project Manager: Jeremy Hawking
Account Director: Pete Ruest
Account Supervisor: Amanda Nieman
Planning Director: Casey Conway
Production Company: B-Reel Films
Director: Norman Bates
Executive Producer: Michael McQuhae
Editorial Company: Flare, Chicago
Editor: Austin Andries
Finish Artist: Mark Anderson
Colorist: Matt Filipek
Sound Engineer: Katy Mindeman
Music: Centricity Music

Track: “Still Making Memories”

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: October 15, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT