Health tech company Oura has launched a brand campaign called “Give Us the Finger” that challenges typical fitness advertising stereotypes. Instead of focusing on youthful athletes, the campaign highlights the positive and aspirational aspects of aging.
Oura CMO Doug Sweeny explained that younger generations are anxious about aging. “Longevity is not just about the length of your life; it’s about how well you live it, staying healthy and happy through every stage,” he said.
A 60-second commercial directed by Walid Labri features people aged 40 to late 70s wearing the Oura Ring in varied settings including gyms, diners, art galleries, and outdoors. The campaign also includes TV spots, outdoor advertising in major cities, and a New York experiential activation.
The independent creative agency Nice&Frank developed the campaign from a clear brief focused on embracing longevity. Creative Director Rob Stone said, “We wanted to show that you can get old, and Oura can help you get there.” The headline “Live Fast, Die Old” was conceived by Oura’s head of creative, Matt Kipper.
To maintain authenticity, the team cast real individuals who embody an active and vibrant older lifestyle, including viral street baller George Papoutsis and Argentine tango dancers Mónica Romero and Omar Ocampo. Even a depiction of Leonardo da Vinci’s 500-year-old “Saint John the Baptist” appears wearing the ring.
The ad’s style features continuous push-in shots that transition fluidly between scenes, culminating each vignette with a focus on the finger wearing the Oura Ring. The campaign’s tagline, “Give Us the Finger,” conveys a double meaning: an invitation to join a community rather than a rebellious gesture.
CMO Sweeny acknowledged the tagline’s edginess but views it as a powerful symbol for connection and embracing aging positively.