Thrive Senior Living has unveiled “Playing Favorites,” a year-long ad campaign meant to be an irreverent, tongue-in-cheek way to set the brand apart with the decision-making adult children and caregivers of prospective independent living, assisted living and memory care residents.

“Our new campaign intentionally crosses a line and illustrates our non-traditional approach,” Thrive President Les Strech said. “While we can grow gardenias and bake a killer cupcake with the best of them, this campaign illustrates our commitment to our residents’ greater well-being and sense of purpose.”

The campaign features messages such as:

  • “Dad hasn’t decided who will get his mint condition 1954 pickup. Steer the odds in your favor,”
  • “Thrive won’t hurt your chances at getting the Tiffany lamp you and your sister both want,”
  • “There’s a very good chance she could leave it all to the dog. We’ll give you a leg up,” and
  • “They built you a mother-in-law suite. Too bad it comes with a son-in-law.”

“We’re straying away from tired ads filled with older adults staring at sunsets and 22 rounds of bingo,” Thrive founder Jeramy Ragsdale said. “We want older adults to know that we are here to earn trust and build friendships with them. This brand campaign demonstrates our belief that great relationships are filled with laughter and honest conversations.”

The “Playing Favorites” campaign will include print and outdoor ads in communities where the company operates — in Alabama, Florida, Georgia, Kentucky, Ohio, South Carolina, Texas, Virginia and the Washington, D.C., metropolitan area — until spring 2019.