Lumen has launched an international anti-ageism marketing campaign by collaborating with The Silver Classix Crew.
The dance troupe is made up of women in their 50s and 60s and has performed at major entertainment events across the US, as well as regularly appearing on television and in music videos.
They have now teamed up with the senior dating app to create a series of videos for the “50 is Just the Start” movement.
Eight figures are shown dancing in the dark, with their bodies lit up by fluorescent lights which change colours throughout the performance. At the end, the women remove their masks to reveal their identities and prove that age is just a number.
Lumen’s co-founder and CMO Charly Lester explained to Campaign US: “The campaign is really important because it shows what these women in their 50s and 60s are capable of, and also calls into question social preconceptions.
“Most people watching the video for the first time thought the dancers were young men, not older ladies. Social preconceptions of age are not talked about enough, and ageism is a form of discrimination which society needs to turn its attention to.
“With all of Lumen’s advertisements, we try to showcase a modern, realistic view of what it means to be over 50, rather than preconceived notions of retirement and ‘old age’.”
Some of Lumen’s previous advertising pushes have been met with controversy. Billboards featuring a topless Father Christmas were banned by Transport for London, after claims were made that the male model was being objectified.
The app has now surpassed one million downloads since it was first launched eight months ago. Its user base has been growing quickly, having only welcomed its 350,000th member at the beginning of March.
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