I smiled when I flipped to the back cover of my Yoga Journal Magazine and landed on Lululemon’s “Old Skool” ad. In fact, weeks later, I’m still tickled by the company’s bold campaign. Here’s why.

It’s daring

In the midst of a yoga industry that is predominantly female and a Western culture obsessed with youth, Lululemon rejects the old school rule that only sex sells with young risqué models, airbrushed beauty and unattainable perfection. Instead, the brand confidently features a non-model 72-year-old bare-chested man sans six-pack abs practicing a classic yoga pose with imperfect perfection. (He also happens to have an inspiring connection to the brand.)

Few brands targeting 20-30-40-something women would (or could) dare to do the same, demonstrating the true strength of Lululemon's brand. The payoff is powerful because their daring brand is also a differentiated brand and that’s no easy task for any brand.

It’s meaningful

Lululemon’s ad optimistically portrays a relevant, unavoidable human truth: We’re all getting older. Everyday. Every single one of us.  And, if you’re lucky, you will be “old” someday.

No worries per Lululemon’s brand. It’s all good. In fact, if you wake up and embrace life, getting older can be downright cool. “Practice yoga so you can remain active in physical sports as you age,“ reads the fine print in the ad. It also happens to be part of Lululemon’s inspiring manifesto. Personally, I’m also a big fan of the mantra-like brand line locked to their logo: Yoga. Love. Run. Peace.

Right on, man. I’m in.

I sense the brand connecting with me through a philosophy (a big idea that is harder to replicate) rather than selling to me through product. They leave the latter to their stores, packaging and web site to showcase high quality, stylish, fit-flattering product.

The connection happens because it’s based on insight and understanding. They understand that I want to grow older consciously with grace, ease and humor – and without feeling self-conscious for growing older. I also want to be surrounded by love (puppies!) and as active and healthy as possible. You could say that the ad is a “master’s class” in how to create an emotional connection with a brand’s target customer.

Collectively, Lululemon delivers a strategic trifecta and a memorable, stand-for-something campaign.  And, importantly, the ad did more than just tickle my heart. It also made a beeline into my wallet; I ran straight to my favorite Lululemon store and bought several new yoga tops. (I needed them!)

Shine on, Lululemon. Thanks for the "skooling."