This has never happened before in TV history: During prime time on Thursday, the news channel CNN broadcast a 90-minute long commercial for senior care homes. In the spot, two senile old men argue, one of whom is apparently hallucinating while the other is dying.
It is not known how much the mega advertisement cost – but given the length and broadcast time, the price must have been at least in the double-digit million range.
The emotional message to viewers: Find the right time to put your elderly and dependent relatives in a home where they will be well looked after. Because when it is too late, they will embarrass themselves and you in public by spouting racist rubbish or forgetting where they are.
In typical advertising exaggeration, the two actors resorted to a completely exaggerated portrayal of senility.
The powerful advert appears to be having an effect. Immediately after the broadcast, so many people with family members in need of care contacted US retirement homes that they had to temporarily stop accepting people.
