Purpose This paper aims to investigate the reaction to the use of senior models in ads by older consumers while taking into account their spiritual dimension in the context of ageing. Design/methodology/approach This research relies on a qualitative approach and the narrative analysis of 40 transcribed interviews with older adults of age 50-83. Findings Interviews with senior respondents confirm that ageing is a challenging individual process in the context of which spiritual needs emerge. Taking these needs into account helps understand the reaction of older consumers to the use of senior models in ads. It also reveals the potential of this marketing practice to respond to spiritual needs in the context of ageing. Research limitations/implications This paper contributes to the understanding of older consumers’ reaction to the senior models they see in ads. It reveals the necessity to take spiritual needs into account to fully understand consumer behavior at old age. This paper contributes to the understanding of older consumers’ reaction to the senior models they see in ads. It reveals the necessity to take spiritual needs into account to fully understand consumer behavior at old age. Practical implications This paper provides practical guidance to advertising professionals on the use of senior models in ads. Social implications This research reveals that the adequate representation of older models in advertisements can help fight the negative stereotypes associated with ageing and contributes to highlighting the major role played by older adults in society. Originality/value This research is the first to investigate the relationship of older consumers to the senior models used in advertisements while taking into account their spiritual dimension. It extends the existing research on older consumers and advertising, especially their perception of senior models.