What was the creative brief for the advert, and how did it guide your direction?
The team at Audley were really open to pushing ideas that were brave but still answered the brief. The brief really was to showcase Audley Scarcroft Park as being THE destination for retirement living in Yorkshire - which really isn't hard if you've visited Scarcroft Park as it's incredible. We also wanted to challenge the perceptions of retirement. Rather than the clichéd image of tired, institutional living, we set out to reframe the narrative of retirement living—positioning Scarcroft Park as a place people genuinely aspire to move to: a lifestyle upgrade, not a step down. We leaned into humour, creating sharp contrasts between common misconceptions versus the luxurious reality of life at Scarcroft Park. The result is a campaign that redefines retirement, presenting it as something aspirational and exciting.
How did you approach the set design and styling?
Scarcroft is so beautiful and well designed that there wasn't much need for too much set design or styling. In fact it's important that the messaging shows that luxury living is default at Scarcroft (which it is) - so there was no need for contrivance in this regard.
What was the reaction of the cast of the TV ad when they arrived on set on the day?
As you can imagine they were suitably impressed! When not needed on camera they were free to sit in any of the luxurious surroundings, from the bistro to the terraces and grounds. They even got a dip in the beautiful pool
It's tricky to convey the feeling of living in a luxury retirement village in only 30 seconds. Were there any creative challenges to overcome?
(Note: You can watch the extended 60 second advert above)
The time constraint is tough - our script relied on visiting many scenes and tightly woven narrative that is tough to fit into a thirty second clip (it breathes much more in the 60). That said I think there is an equal charm about the punchiness of the 30 second that isn't compromised, just a bit more dynamic in edit (as it needs to be).
What part of the advert are you most proud of?
Without kopping out I think we're all really proud of the whole of it, it feels like it has a nice charm and avoids cliché via a brave idea but in execution feels accessible and on brand and demographic, whilst inclusive of younger audiences
I'm equally proud that the Audley team backed one of the braver and more distinctive ideas. All the ideas we presented we were trying to push them but obviously some are a little 'safer' dare I say it than others. I feel the client chose the best route and backed it, it's easy after the fact to see that it s charming and warm but often harder and riskier at the beginning. In this regard I think they backed an original idea that works.
How do you hope viewers feel after watching the advert?
Ultimately, I want people coming away with the desire to live at Scarcroft Park. I hope the ad gets their attention, makes them think 'ah that's a nice story' and also appreciate the splendour of Audley to spread the word ultimately to encourage the correct demographic that Audley is the place for their retirement. Equally, the ad has a humorous tone, highlighted through the sharp cuts and playful contrasts between the young boys and George with his Gran. I hope these elements make people come away feeling that Audley isn’t like any other retirement home out there. It’s something completely different, something aspirational.
