Ōura is making waves with its latest brand campaign, developed in collaboration with creative agency nice&frank, which boldly challenges aging stereotypes and celebrates wellness at every age. Rather than promising eternal youth, Ōura’s campaign embraces the richness of growing older and the energy that comes from living with purpose.
At the heart of this campaign is the Ōura Ring—a device that combines sleek design with advanced health-tracking capabilities. The tagline, “Give Us the Finger,” playfully references the ring’s iconic index-finger placement, a signature element that not only delivers the most accurate health data but also signals belonging to a community of individuals committed to long-term well-being.
The campaign’s TV spot captures stirring scenes of people living fully in the present moment: a man immersed in playing the piano, a woman standing triumphantly on a mountaintop, a chess player poised for victory. Among them are George Papoutsis, a streetball trick shot artist who rules the courts of New York City, and Mónica Romero and Omar Ocampo, celebrated Argentine tango dancers whose partnership has flourished for more than four decades. These are not simply models of youth—they are vibrant examples of what it means to live well, no matter your age.
Doug Sweeny, Ōura’s chief marketing officer, explained the vision: “As a culture, we’ve been conditioned to try and escape the reality of aging, drawn instead to the search for eternal youth. But the truth is, aging is inevitable, and getting older is a gift. When we’re fortunate enough to do it in good health, our later years can be some of the most meaningful. In 2025, we want to empower our members to meet their health journey with fierce optimism and a clear purpose: to live longer, healthier, and more vibrantly than ever before.”
This new campaign isn’t about chasing perfection or clinging to youth. Instead, it’s a celebration of resilience, authenticity, and presence—an invitation to see health as a daily practice and aging as an opportunity to thrive. Ōura’s insights into sleep, recovery, and readiness give its members the tools to make smart, sustainable choices every day.
Ultimately, “Give Us the Finger” isn’t just a cheeky slogan—it’s a call to action to embrace the joy of growing into yourself and to live fully at every stage of life. Because the real goal, as Ōura sees it, isn’t to stay young—it’s to stay well.
