SIRE’s dead funny wake-up call

A rather morbid story with a comedic twist, this campaign by Alfred for SIRE (a Dutch non-profit that creates non-commercial ad campaigns about social issues) is a reminder that life doesn’t end when you get older.  

Directed by Ismael ten Heuvel through Pink Rabbit, the film, titled You’re Never Too Old to Live, sees an unsuspecting elderly gentleman snoozing on a chair when undertakers carry him away – still alive and kicking, albeit a little bewildered. 

But rather than arriving at his own funeral, the men in black dump suits him into the middle of an upbeat exercise class. The ad encourages everyone over 50 to get up, get out, and live fully.