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Jolly Ad Campaign Has People Dancing To The Age They Feel, Not The Age They Are
By Yoon Sann Wong, 20 May 2015
Kiehl’s social media campaign, ‘Act Any Age’, invites people to move their feet according to how old they feel, and not how old the calendar tells them they are.
The skincare brand’s campaign video was inspired by a research project conducted by Harvard psychology professor Ellen Langer in 1981.
For five days, a group of men in their seventies resided temporarily in a house constructed to resemble life in 1959. This included magazines, music and television programs from that period. Langer instructed them to take in the surroundings and act as though they were 22 years younger.
After the men left the house, tests revealed that acting younger had impacted their health in a positive way–they possessed improved flexibility, dexterity and eyesight.
Chris Salgardo, president of Kiehl’s USA said on Fast Company, “When we were building this, we said things like ‘we hope that it will inspire the 15-year-old budding entrepreneur to start a company, the 40-year-old to get out and dance at that club, inspire a 60-year-old to practice for that triathlon.’ But the bigger, loftier hope is that it inspires everyone who watches it to simply feel good in their own skin.”
Watch the upbeat video below.
[via Fast Company, video via Kiehl’s Global]
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