The ad, part of WCRS's "the plan from the Pru" campaign, aims to dramatise the way that jargon confuses consumers and turns them off buying financial products. Prudential positions itself as a straightforward and easy-to-understand provider of financial solutions.
The 30-second commercial combines live action and animation. It opens with a man reciting a poem to camera that pleads for an end to unfathomable and indecipherable financial speak. As he talks, key words from the poem animate around him, literally clogging the screen to show the type of language consumers have to navigate to find a deal.
As the last two lines of the poem, "Sharpen up the focus man. Just tell it like it is", are said, the words dissipate to leave the man in the clear. The spot ends with a voiceover promoting Prudential's ISA: "Tax efficient savings made nice and simple. It's all part of the plan from the Pru."
The film was written by Gary Knight, art directed by Tim Robertson and directed by Lucy Blackstad at Brave Films. Media planning and buying is handled by PHD.
Angus Maciver, Prudential's director of brand and insight, said: "This is the natural next step as we evolve 'the plan from the Pru' campaign, using our proven creative vehicle of poetry to communicate specific product messages, in addition to overall brand values."
The campaign breaks on 15 February with the television spot's debut and will run for five weeks. An interactive television application will allow people with digital television to request information on Prudential's ISA by pressing the red button on their remote control.
Television will be supported by a national radio and press campaign.