Maureen is a retiree whose going to teach Youtube star Typical Gamer about retirement, while Typical Gamer is going to teach her how to play Far Cry Primal. They would have played Destiny but let's face it, the old gal's worked hard enough throughout her life to have to start grinding away all over again for little reward. HEYOOOOOO.
I love the simplicity of this concept and the chemistry that is between these two. Maureen doesn't patronize Typical Gamer when he's all "to be honest, retirement has never crossed my mind." Maureen helpfully explains she was in the same boat. No one thinks about retirement when they're young. Why would they? But then one day you wake up and it's there. There's very few jobs with pensions any more. And people are too busy living beyond their means to delay gratification by saving.
Typical Gamer's says his vision of retiring is being able to hang out and do what you love but he quickly senses that's not really the case. Maureen basically is like "Yeah-- you can do whatever the hell you want--IF you saved up." She feels a lot of empathy for the generation coming up because it will be harder. Things are more expensive, our lifespan is longer, and maybe it isn't a great idea to cash in the 401K you put ten grand into just to live in Vietnam for a year and make Vines about it.
The pairing here is fantastic. Quite authentic, and respectful. Typical Gamer seems like a nice bloke, too. Hopefully some of this stuff sinks in. As Maureen says "Now I've got you thinkin'."
Regardless I love the fact this campaign is using so-called influencers for something more than just selling material goods to millennials. This shit's important, yo.

Client: Government of Ontario Product: ORPP Agency: Bensimon Byrne Agency Producer: Meghan Cheesbrough Creative Director: Joseph Bonnici / Dan Strasser Associate Creative Director: Lorne Covant Art Director: Debbie Chan Writer: Matt Doran Group Account Director: Jill Engelman Business Lead: Charlotte Osbourne Project Manager: Ashley Belfast Production House: Untitled Films Executive Producer: Peter Davis Director: Andrew Norton Director of Photography: Jesse Louttit Line Producer: Tony Phibbs Post Production Offline: School Editing Producer: Emily Torontow Editor: Matthew Kett Post Production Online: Smith Producer: Patty Bradley Editor: Justin Lee Transfer: Smith Colourist: Andrew Ross Audio House: Pirate Producer: Maggie Blouin-Pearl Director: Vanya Drakul Engineer: Jared Kuemper

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

Comments (1)

  • Dabitch's picture

    Someone is a little peeved with the Taken King.

    May 11, 2016

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