Plain-speaking Prudential makes link with Parkinson

WCRS has created a series of idents to support Prudential's sponsorship of Michael Parkinson's ITV chat-show.

The work presents the Prudential brand as plain speaking by aligning it with the straight-talking Yorkshire host, famous for his no-nonsense interview technique.

The idents continue the poetry theme WCRS established in 2002 with its "plan from the Pru" campaign.

The five-, ten- and 15-second spots (eight per show) consist of close-up shots of people's mouths. Each mouth utters a short poem on the theme of "honest dialogue".

The mouths belong to a wide range of men and women, presenting as many ages and ethnic and regional origins as possible. They are filmed in a mixture of colour and black-and-white photography.

Examples of the rhymes include "Tell me a story but tell me it true, only the genuine facts will do" and "Stop this beating around the bush, give me the truth or I'll give you the push".

The campaign was art directed by Mike Wells and written by Will Barnett.

The pair also directed the idents. The campaign was produced through Great Guns.

Angus Maciver, the director of brand and insight at Prudential, said: "The chat-show is a really good fit for our brand, the idents cleverly link straight talking - a major theme of ours - with the poetry campaign and Michael Parkinson."

The veteran chat-show host will make his debut on ITV this Saturday after appearing on BBC1 for 33 years. The new series will be broadcast for 16 weeks.

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