Penny2024 — Works

Valeria Sechi, Italian grey hair model and pro-age endorser, is the lead of the TV spot “Forever you 50+. Age is just a number” for Penny, the supermarket chain active throughout Italy. In the commercial Valeria plays an over-50 woman who lives daily life with energy, becoming the face of a campaign that talks about age and the value of people in the large-scale retail sector.

Penny is part of the REWE Group and one of the main players in Italian grocery retail. With this TV spot the brand chooses an explicit anti-ageism message, in line with the path Valeria has built in QVC’s “Non ho l’età?”, in the Audionova TV spot, in Vichy Neovadiol, Pensare Casa and Livie Blueberries.