Most retirement home ads feel like a slow pan to a headstone. About the only thing missing is Jim Morrison droning This is the end.

The world didn’t need another of those campaigns, and neither did Metlifecare. So for their 2025 campaign, we spoke not so much to age as to mindset - people unwilling to see trimming a hedge as the high point of their existence.

The campaign was built around a simple idea: you don’t stop doing things because you get old, you get old because you stop doing things. All brought together with the call to Never Stop.