Roar Forward Unveils 2025 Top Age-inclusive Ads List: Bottega Veneta, Sephora and More
Roar Forward has unveiled its annual list of the most age-inclusive ads of the year.
Founded in 2021 by longtime Hearst Magazines president and publishing director Michael Clinton, Roar Forward is a content and membership platform launched to support people aged 50 and up. This year, the platform is rolling out its second annual list of the 12 most age-inclusive ads, featuring campaigns by brands such as Bottega Veneta, Sephora and more.
Estée Lauder made the list for a second time with the latest iteration of its #BecauseOfMyAge campaign featuring global brand ambassador and model Paulina Porizkova, while Skechers, too, ranked at the top for its Martha Stewart ad promoting the brand’s slip-on Glide-Step sneakers. Mayonnaise brand Hellmann’s recreation of the Katz’s Deli scene in 80s romcom “When Harry Met Sally,” which enlisted the film’s original actors Meg Ryan and Billy Crystal, also made a splash.
“It’s encouraging to see more and more progressive beauty and fashion brands incorporating men and women of all ages in their advertising,” said Clinton, who is also chief executive officer of Roar Forward. “The retail world is still far behind in recognizing the global trend that today’s 50-plus consumers have a lot of money to spend. With the first Millennials turning 50 in four years, it’s a huge opportunity to incorporate and market to people in this group through advertising, catalogues and social media.”
Roar Forward’s top 12 ads of 2025 by age inclusivity, in no particular order.
1. Michelob Ultra: The Ultra Hustle
2. Sephora: We Belong to Something Beautiful
3. Estée Lauder: #BecauseOfMyAge
4. Prudential: Everyone Has Something to Protect
5. Switzerland Tourism: Beautiful Autumn
6. Aspercreme: Rock Climb
7. Hellmann’s: When Sally Met Hellmann’s
8. Skechers: Drop a Beat
9. Manulife: Where Will Better Take You
10. JD Williams: We See You
11. Bottega Veneta: Craft Is Our Language
12. H&M x Glenn Martens Collection
