Age UK is to next week launch a Karmarama-created TV campaign to show the positive side of later life.

The advert features performers over the age of 65 who are bodybuilders, various types of dancers and a unicyclist.  The majority of those shown in the advert are not actors, but people who volunteered their time, including through an advert in the Daily Express.

The advert will be supported by online films on the Age UK website.  The adverts feature cast members focusing on the work of Age UK, from their campaigning about issues such as winter fuel allowance, to the benefits of volunteering and inviting people to get involved with the organisation.

Breaking on 4 July, the advert was directed by Becky Martin, produced by 2AM and edited by Mark Burnett.

Duncan Lewis, group marketing and development manager of Age UK, said: “We are really excited to be back on air and look forward to hearing from older people and families and friends to find out more about what Age UK does. The feel of the advert is a new take on later life and we hope as many people as possible of all ages will be engaged.”