Prudential has not advertised on TV for almost ten years. Its new strapline was devised by WCRS's chairman, Robin Wight, and is designed to re-open dialogue with consumers.
A multimedia campaign will aim to explain the opportunities offered by its new Plan, which is aimed at both new and existing customers, and is presented as a means of taking control of finances by planning for a secure future.
Poetry has been chosen as the vehicle to cut through consumer inertia towards financial advertising. Prudential commissioned more than 180 poems from 120 poets before settling on the final mix of eight for the television activity and 15 for radio.
One spot features a mother hugging her young daughter. As the narrative talks of the girl growing up, the camera swings round to show her progressively ageing. In another, a poem talks of adolescents who spend all their money, only to approach parents for more. It is illustrated by a young man walking along with money cascading from his trouser legs.
Each spot has its own poem and was shot by a different director. They include Another Film Company's Steve Reeves, Tomboy Films' Kirk Jones and Rose Hackney Barber's Ben and Joe Dempsey.
The campaign will run across TV, radio, press, posters and there will be ambient activity including postcards and taxi receipts. Direct marketing is through TBWA/ GGT Direct.
Media planning and buying is through PHD. The TV campaign was written by Stef Jones and Tom Burnay. Print work was written by Gary Knight and art directed by Tim Robertson.