Age UK is here to help everyone make the most of later life and our new TV advert aims to make people think differently about getting older and challenge negative stereotypes about ageing.
It features a poem written by acclaimed author, poet and musician Roger McGough, a voiceover by the award-winning actor of stage and screen Jonathan Pryce, and has been shot by the internationally-renowned photographer, artist and director Nadav Kander.
Roger McGough and the poem
Roger is well-known for being part of The Scaffold in the 60s, with Lily The Pink becoming a worldwide hit. He has also won 2 BAFTAs and a Royal Television Society award and is the author of over 70 books of poetry for both adults and children.
Roger wrote this poem especially to feature in this advert for Age UK.
There is no cure for ageing
Because ageing isn't an illness, but a way of life.
And some are better at it than others
Think yourself younger than you really are:
On a crowded bus or tube, offer your seat to a young man
Design a website, invent an app
Take up Zumba, forget to nap
For no-one can predict what's lying in store
With a future more challenging than ever before.
So enjoy the adventure
Time flies, they say, but it's us that fly
Time sits on its hands, as we rush by.
And life has a way of gathering speed
So seize the day, we're a special breed
In the blink of an eye
The wave of a hand
The beat of a heart
The brush of a tear
You are old.
But valued still.
Welcome to the fold.
Meet the cast
We caught up with a couple of the people featured in the TV advert and asked them a little about themselves and how they feel about ageing.
'It's not always easy - I could just sit in an armchair and read a book - so you have sometimes have to push yourself to get out a bit.'
Dorothy, 97, explains how to age better >>
'Life's journey is all about being interested in everything I possibly can and not worrying about stuff and having a wonderful family.'
Michael, 89, tells us his secret to happiness >>
'A longer life gives you the chance to learn more about nature, meet more people, see more places and to help more people.'
Marathon runner Fauja Singh, 102, reveals some of his wisdom >>
Jonathan is the narrator of our new TV advert. He's an acclaimed stage and film actor and singer, who's as famous for his roles in big-budget blockbusters such as Evita and The Pirates of the Caribbean, as he is for independent films like Carrington and Brazil. His theatre career is equally stellar, having won two Tonys for his roles in Comedians and Miss Saigon.
'Getting older should be seen as an opportunity not a negative! Life is still just as exciting if not more so and full of opportunities,' says Jonathan. 'It’s fantastic that Age UK is encouraging people to think differently about ageing and inspiring a different perspective on later life. Let’s all embrace the positive side of growing older and celebrate the opportunities that come with it.'
Our TV ad director is an internationally-renowned photographer, director and artist based in London.
He has been commissioned by everyone from Time magazine to the National Portrait Gallery and has received numerous awards for his work, including International Photographer of the Year.
What do you think?
- Has the ad inspired you? Tell us how you feel over on our Facebook page
We've supported more than 38,000 older people to be more active, meet new people and have fun