Popular culture: Where are the old people?

Still the predominating image in mass media with regard to selling products is young people. But are we selling to young people? Who has the money? Is it really the 20-somethings. Perhaps, depending on the product. But much of the money is in the hands of older people who are getting older by the day. At what point will we look at tv ads and see primarily older people being protrayed. And I don't mean people with gray hair. Because, again, modern cosmetic procedures let us look anyway we want. I mean people acting older, thinking older, questing after more stable pursuits. What do older people want anyway. I guess we want new cars just like everybody else. But will we want to see a commercial about some yahoo ripping it up on the twisty roads of highway 1. Does that appeal to us? What would a good car commerical look like for a 70 year old?