The archive · Advertising · Marketing decision · 2025–2026
Oura tells aging to 'Give Us the Finger' with real older stars
Oura turns the ring's index-finger placement into a cheeky rebuke to ageism: 'Give Us the Finger' stars real seniors, from NYC streetball to Argentine tango.
Oura · nice&frank
What it had to solve
Oura's brand belief is that health means adding life to years, not just years to life, but wearable advertising stayed stuck in the cult of eternal youth. For its first campaign with indie agency nice&frank, Oura wanted to challenge aging stereotypes and show what living well actually looks like — which meant casting older people as aspirational, not as warnings. The vehicle was the product itself: the Oura Ring sits on the index finger, where it captures the most precise and consistent health data.
How it works
Oura's brand belief is that health means adding life to years, not just years to life, but wearable advertising stayed stuck in the cult of eternal youth. For its first campaign with indie agency nice&frank, Oura wanted to challenge aging stereotypes — to make getting older something to aspire to rather than a problem to escape. The vehicle was the product itself: the Oura Ring sits on the index finger, where it captures the most precise and consistent health data.
From the double meaning came the work: 'Give Us the Finger' was an ode to the ring's index-finger placement and a playful flip-off to ageism. The hero TV spot, directed by Love Song's Walid Labri, showed people alive in later life — a pianist, a mountaineer, a chess player about to checkmate, New York streetball trick-shot artist George Papoutsis, and Argentine tango stars Mónica Romero and Omar Ocampo, who met in Buenos Aires over 40 years ago. A companion activation, 'Give NYC the Finger,' saw three dozen seniors aged 55 to 80 hail yellow cabs across the city with ring-clad index fingers.
The campaign debuted in late May 2025 as Oura's first work with nice&frank, positioning the Finnish wearable brand against the youth-obsessed clichés of its category. In April 2026 the 30th Webby Awards jury named 'Give Us the Finger' the winner in Branded Content for Health, Wellness & Pharmaceutical.
Why it lands
- The line came from a product fact — the ring's index-finger spot — so the provocation was true before it was funny.
- Casting real older people thriving made the anti-ageism argument visible rather than stated.
- Extending the film into a citywide stunt with seniors hailing cabs gave the claim a public demonstration.
What it did
The campaign reframed aging from a problem to run from into an aspiration to aim for, giving the wearable brand a distinctive voice in a category full of performance clichés. The cast were real people — none of them models of youth — and the line travelled from film to out-of-home to a citywide stunt. In April 2026 the 30th Webby Awards jury named 'Give Us the Finger' the winner in Branded Content for Health, Wellness & Pharmaceutical.
What you can take
Mine the product for a double-meaning line — the ring lives on the index finger, so 'Give Us the Finger' is literal truth and a provocation — then put real thriving older people in the frame.
Since then
The campaign gave Oura a distinctive brand voice in a wearable category full of performance clichés, and gave nice&frank a memorable first campaign for the client. The line carried across film, out-of-home and a New York activation, and the Webby win in April 2026 put the work on the industry's map. For the broader category it offered a template: take a real product behaviour, give it a double meaning that stands against a cultural cliché, and put real people in the frame.
Sources
- Ōura Reclaims Ageing with Bold New Campaign 'Give Us the Finger'
- Give Us the Finger: Oura's New Brand Campaign Reframes Getting Older as the Ultimate Aspiration
- ŌURA's Seniors 'Give NYC the Finger' in Bold Wellness Stunt
- The advertising, media, and PR award winners from the 30th annual Webby Awards
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