Oura, nice&frank Redefine Growing Old with ‘Give Us the Finger’

For Oura, aging isn’t a decline. It’s the goal.

Made together with creative agency nice&frank, the brand's new global campaign “Give Us the Finger” flips the usual health tech narrative on its head.

Instead of chasing youth, the brand is spotlighting aging as something to aspire to, and it's using a cheeky tagline to get your attention.

Sarah Sweeney, lead experience designer at nice&frank, explained to DesignRush how the execution reflected Oura’s ethos in an engaging, street-level format.

“The best kind of experience design isn’t something you see. It’s something you feel.

At nice&frank, we believe in the power of turning ads into experiences, allowing consumers to directly engage with our brand partners in an authentic and meaningful way.

"‘Give NYC the Finger’ brought Oura’s new breakthrough creative to the streets of New York City to celebrate longevity in a style that felt true to New Yorkers — raw grit with a wink of comedy and connection.”

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by ŌURA (@ouraring)

Nice&frank Creative Director Rob Stone also shared that this latest effort is a "cheeky and provocative call-to-action that gets people to offer up their fingers so Oura can put a ring on it.”

Set to debut across TV, out-of-home (OOH), and digital channels starting today, the efforts mark a shift in the brand positioning of its smart ring.

Overall, it shows us that beneath the humor lies a deeper point.

Aging is worth celebrating, and Oura wants to be part of that journey.

Put a Ring On It

The one-minute hero spot starts with an elderly man on the piano, before the scene switches to a basketball court.

And then a hill, and then a chessboard. Playful transitions drive the creative spot, moving from scene to scene with finesse and seamlessness.

Each of these shots cleverly shows viewers the finger, driving the main point of the campaign.

"If life is what you're after, give us the finger," the spot writes, as the ad ends.  

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by ŌURA (@ouraring)

To amplify the campaign, Oura has secured spots during high-profile broadcasts like the NBA Western Conference Finals, signifying its push into mainstream territory.

Meanwhile, OOH ads will roll out across key global cities including Los Angeles, New York, Miami, and London.

Adding a street-level twist, Oura will also launch “Give NYC the Finger,” an on-the-ground activation inviting people to interact with the campaign in real life.

Our Take: What If Aging Felt Inspiring?

Overall, the campaign is all part of a broader brand refresh that puts community, inclusivity, and wellness at the forefront.

Visually, the film rejects clinical health tech aesthetics in favor of rich brand storytelling.

Notably, the diverse cast includes figures like NYC icon George Papoutsis and renowned tango dancers Mónica Romero and Omar Ocampo.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by ŌURA (@ouraring)

All to prove the point that aging with vitality isn’t a niche but a universal experience.

The campaign moves beyond selling a product and is pitching a lifestyle rooted in presence, intention, and long-term health.

And all this is anchored, of course, by the Oura Ring.

Meanwhile, Neutrogena recently launched a pro-aging campaign featuring '90s classics like the hit TV series "Beverly Hills 90210."

From voice to creative direction, standout campaigns start with a clear strategy. Find top branding agencies for your next big move here: