Academy Awards viewers may have wondered why consumers in two AARP spots kept saying, “When I grow up.” (If you’re over 50, aren’t you already grown-up?) The ads, said AARP’s Emilio Pardo, actually kick off a new campaign that stresses that boomers (to borrow a phrase from Bye Bye Birdie) have “a lot of livin’ to do” and that 50 isn’t the end of youth. The EVP and chief brand officer of the nonprofit organization—which boasts more than 40 million members—chatted with Brandweek about AARP’s first Oscars buy.
