Company: Leisure Care LLC
Company Description: Founded in 1976, Leisure Care, LLC is one of the largest privately owned and most innovative operators of senior living communities in the United States and Canada. The company’s inventive ‘Five Star Fun’ philosophy is changing the perception of senior living by providing amenities and services commonly associated with a luxury hotel and which support a healthy, active lifestyle.
Nomination Category: Advertising
Nomination Sub Category: Best Newspaper Ad Campaign

Nomination Title: Leisure Care 'Five Star Fun' Ad Campaign

   1. The date in 2005 on which this nominated campaign was first run, aired, or otherwise made public:

January 2005

   2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

Working to counter stereotypes and anticipating the onset of 77 million baby boomers into the senior living market, Leisure Care updated its ad campaign to resonate with a generation of active and engaged individuals that are far different from their depression-era parents. Leisure Care’s ‘Five Star Fun’ ad campaign reflects the company’s unique ‘LIV FUN’ philosophy and portrays on-the-go seniors in unexpected ways such as rollerblading, jumping out of planes and riding down the road in hot convertibles. The memorable ads successfully use humor to entertain consumers and positively offset the idea that growing old is no fun.

   3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency: Stafford Creative, Seattle Washington
Art Director: Sid Stafford