Because we would have loved to have done it ourselves.

A group of 50+ people are introduced to us as vibrant, active and interesting. We then cut to another group of younger people who are asked to select models for several advertising campaigns. There are selection criteria, but Young is not one of them. The faces of the 50+ group are interspersed with other, younger faces. Only younger faces are chosen, none of the 50+ group are cast, despite fulfilling the criteria. The groups then meet for surprise, apologies, reconciliation and an acceptance that age bias is real. Point made beautifully. Well edited and engaging throughout, this sort of initiative keeps Apia in the vanguard of 50+ champions. Congrats, you clever bastards.

Watch APIA ageism research