SmartMoney Blogs

Encore
A blog about living in and planning for retirement

Betty White to Aging Boomers: “Get Over It”

Your hair may not be white, you’re not retired, and you killed your racquetball partner last week, so it may come as a surprise: if you’re 50 or older, you’re officially old enough to join AARP. And if Betty White has anything to do with it, join you will.

The AARP has launched a new ad campaign featuring ‘Golden Girl’ Betty White encouraging older Americans to “get over” the fact that they’re old and join the organization. In the ad (see video above), White sings, dances, plays the drums, and delivers this message: “If you’re 50 or over but hesitant to join AARP because you think it makes you old, I have a very important message: ‘Get over it.’”

To some, it may seem an odd choice to pick an 89-year-old woman — funny and charming as she may be — as the poster-child for getting people as young as 50 to join the AARP. Other organizations have opted for far hipper homers, as in Fidelity’s retirement savings campaign featuring Paul McCartney, or Ameriprise’s commercials with Dennis Hopper. But Steve Cone, the executive vice president of AARP, says:  “Betty truly embodies what we’ve been hearing from our members for years: that age is just a number. She’s embracing her age and defying stereotypes and limitations often associated with the number of candles on your birthday cake.”

Currently, the TV commercial is running on major cable networks, and AARP is revealing several online videos in the coming weeks.  The “Get Over It” campaign also includes a sweepstakes in which, when you sign up for an AARP membership, you’ll be entered to win a trip to meet Betty White on the set of her new show “Hot in Cleveland.”

Readers, can Betty White convince you to join the AARP? And if she couldn’t, who could?

Comments

We welcome thoughtful comments from readers. Please comply with our guidelines. Our blogs do not require the use of your real name.

Comments (0)

    • Be the first to leave a comment on this blog.

About Encore

  • Encore examines the changing nature of retirement, from new rules and guidelines for financial security to the shifting identities and priorities of today’s retirees. The blog also explores news that affects retirement, from the Wall Street Journal Digital Network and around the web. Lead bloggers are reporter Catey Hill and senior editor Jeremy Olshan. Other contributors include The Wall Street Journal’s retirement columnists Glenn Ruffenach and Anne Tergesen; the Director for the Center for Retirement Research at Boston College, Alicia Munnell; and the Director of Research for Pinnacle Advisory Group, Michael Kitces, CFP.