DAVID reviews

28 September 2017

Fit at fifty... and beyond

by Alice May

J D Williams: “The Lifestore” - 60s

Having reinvented themselves as a cool source of contemporary fashion for older women, JD Williams are now widening their reach. This latest spot depicts the online brand as a total lifestyle package; providing the accessories, accoutrements and gadgets essential for all aspects of our world.

We're reminded that being, er, fit is as much about what we put into our bodies as what we put on them. Want to give those yummy mummies a run for their money? Then order a Nutribullet to demonstrate you have the money and the motivation to extend your prime indefinitely. Order lipsticks, cameras, sexy underwear, travel sets. Show everyone that you're still hungry for experiences and have the energy to pursue them.

After all, as the ad is keen to tell us, this is the ageless generation. It doesn't matter if you're returning to work at 45 or enjoying a first date at 60 - it's your attitude that counts. And, of course, how hot you can look.

It's a stylish piece of work and it certainly suggests there's more to the brand than meets the eye, even if it does feel as if it's trying a teensy bit too hard to persuade women that age is just a number.

Creative Agency: Y&R London
ECD: Jonathan Burley / Mark Roalfe
Creative Director: Pip Bishop / Chris Hodgkiss / Mark Farinha
Account Director: Alex Worthington / Sarah George
Account Manager: Fran Suffling
Business Team: Alison Tidman
Strategist: Sara Bakhaty
Strategy Director: Oli Waterstone
Senior Producer: David Jones
Film Production: Biscuit Filmworks Ⓟ Ⓦ
Director: Ayse Altinok ♀ Ⓟ Ⓦ
Producer: Sonya Sier
Cinematography: Sam Goldie
Editing: Cut+Run Ⓦ
Post Production: MPC Ⓦ
Colourist: George Kyriacou
Music Supervision: Dan Neale / Rachel Menzies @ Native Ⓦ
Music: 'Woman' by Maggie Eckford
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