Nerf
Most people assume retirement means slowing down. Nerf doesn’t. Instead, it flips the script on what “old people activities” are supposed to look like. Boredom isn’t a life stage, it’s a choice. And older adults deserve something a little more exciting than crosswords and crossword-adjacent hobbies. We decided to challenge the idea that fun has an age limit, and show that this chapter is the perfect time to make a little noise and have a lot of fun.
ACT YOUR AGE.™
Strategically placed in retirement communities, pharmacies, book/hobby shops, and grocery stores, these ads reach retirees (and their adult children, who will inevitably be the ones buying the toys) with a simple message: just because they’re old, doesn’t mean they have to settle for being boring.
YouTube Bumper Ads
Short, six-second spots showing retirees painfully bored doing stereotypical “old people” activities, right before Nerf swoops in with a more thrilling alternative. A quick, memorable reinforcement of the brand’s call to embrace play at any age.
Senior Skip Day Activation
A nationwide excuse for retirees to “skip” out on acting old, and celebrate fun and livelihood instead. From Nerf arcade trucks to mobile battle arenas, food trucks, and a DJ blasting oldies, these pop-up parties in top retiree cities across the country turned August 21st (National Senior Citizen Day) into a day of pure, unapologetic play.
Retirement Community Sign Re-Dos
Beige, boring entrance signs were replaced with bright neon upgrades in select retirement communities, signaling that life inside isn’t slow or sleepy, instead it’s loud, fun, and fully embracing the unexpected.
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Obituary-Section Newspaper Ads
Placed where older readers are most likely to look (sadly), these cheeky print ads remind them that if their names aren’t in the obituaries, they still have time to live a little. A bold nudge to stop acting old… because they’re not done quite yet.
Retirement Registry
A Nerf sponsored registry site where retirees can finally tell their families what they actually want…no knitting needles, puzzle books, or “quiet hobbies” allowed. The site blocks boring items and only accepts fun, energetic picks, reinforcing that retirement should feel exciting, not sedentary.
