Something happens when a woman turns 52. This is the average age when she starts to feel invisible. She’s erased from culture, and even though she can have economic clout, she’s ignored by brands. Why? Midlife women have been cowed, or vilified, by the myths surrounding this vibrant life stage—but not anymore.
JD Williams, an apparel and lifestyle midlife brand, has a warning in its new campaign out of agency House 337–ignore midlife women at your peril. This 30-second TV spot directed by Amy Becker-Burnett via production company OB42 shows these women as fiercely stylish, turning them from invisible to unmissable, capturing the spirit that has got them this far and is fueling a whole new stage in life.
A cast of 50+ women are seen embracing all aspects of life, blatantly flouting the received wisdom around their age as a narrator repeats all the tired old rumors: “We have lost our style, forgotten how to party, are past it, probably stopped having sex a long time ago, choose to be invisible, play it safe–we are nothing but a hot mess.” House 337’s work rejects these medieval myths of midlife in all aspects of women’s lives, from style to beauty, their sex lives, to partying and hosting at home.
The campaign is running nationwide throughout the U.K.
