Over 50s Dating App Lumen Unveils First Australian Campaign

Over 50s Dating App Lumen Unveils First Australian Campaign
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Lumen, the dating app exclusively for over 50s, has announced the launch of its first TV commercial in Australia to support its continued fight against ageism, and challenging people’s perceptions of the over 50s.

The 30-second TVC, created in-house, features over 50s dance troupe, Silver Classix Crew, performing Tron dance wearing LED suits. The finale of the energetic performance is signalled with a flood of light and the removal of LED hats, revealing the faces and ages of the eight dancers.

Charly Lester, co-founder and CMO of Lumen, commented: “Over 50s often cite that they are an invisible generation, with media and society in general often dismissing this dynamic and influential segment.

“Our new advertisement, starring Silver Classix Crew, seeks to raise awareness that over 50s are still full of energy and enthusiasm for life, and have so much to look forward to in their years ahead.

“We want to continue to empower over 50s by reminding the mainstream media that 50 isn’t the end, and in fact for many, it’s just the start of a journey of falling in love with oneself and maybe even someone else,” Lester said.

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