What have I been doing this week? I’ve been watching a 60-second video on rotation. It features Nanny Phyl, the grandmother of my friend’s friend’s daughter. I realise that doesn’t make a lot of sense, but granddaughter Annie was in a marketing meeting when someone mentioned Aldi and older shoppers. She said her grandmother, Phyl, is 95 and shops at Aldi daily. Well one thing led to another and the smart cookies at Aldi had a limo at the door, silver foxy chauffeur rolling out the royal blue carpet, high tea and champagne in the back and away Phyl and her daughter Marianne went for the daily shop.

Priceless!

Apparently Phyl likes the peanut biscuits and treats herself to Aldi steak every other day. When asked about the special ride to her favourite supermarket, she reported that the people were so nice and she remained ‘completely gobsmacked’!

I am too – in a great way.

For 30+ years I’ve been following marketing and media responses to ageism and this short clip really does something special. It celebrates a significantly older person with fun and humour rather than cliches. It resists treating her in any way that could be interpreted as patronising, instead celebrating her humour and life-force.

Well done Annie for piping up in the meeting and whoever manages comms or marketing at Aldi for giving Phyl a great day out. And the rest of us a joyous example of how to treat our elders. I just love it!