Know your audience is rule number one, in life and in marketing/advertising. We have our millennials, our DINKs, our working mothers, our care takers, the list goes on and on. But each audience is unique and the way brands speak to them must be just as unique. I wear the same brand of jeans as my mother, but the styles we wear are different, just as the ads should be.
You see this customized targeting all the time from regionalized ads on TV to featuring a different moisturizer in fashion magazines based on readership age.
Argentina's tourism team has begun targeting potential visitors by highlighting all the country has to offer for people at different life stages. Their first two humerous ads focus on a young couple first starting out and an older couple enjoying life.