I know this is mainly about TV ads, but my gripe is about adverts aimed at retired people, no matter what the product.
I have never seen any advert which features older people where the older people portrayed in the advert didn't put me off even finding out what product is being advertised. Older people in adverts seem to come in two models. Model 1: Tall slim, white haired, teeth and trousers to match and being active Model 2: difficult to describe with out being criticised for being ageist, but I hope you will understanding, little old lady, (almost always) bespectacled, wearing a cardigan and probably in a care home or at a day centre.
I identify with neither but do not know what alternative I would identify with. Perhaps the ads for us should come without people in them