The ’man from the Pru’ is being brought back by Abbott Mead Vickers
BBDO in advertising that presents Peter Davis, the Prudential’s chief
executive, as his modern-day embodiment.
Davis himself fronts three commercials - the first to be produced by the
agency since winning the pounds 14 million account 13 months ago - which
break nationally on Friday. Media planning and buying is through New
David Abbott, the agency’s creative director, urged Davis to put the
human face on the Pru’s campaign after research revealed that the ’man
from the Pru’ remained a strong advertising property.
’We wanted to show that the Pru isn’t a big, faceless institution and to
build confidence by showing that its most senior manager is prepared to
stand by its products,’ Abbott said.
’Peter is ideal because he is a chief executive who comes from a sales
and marketing background.’
AMV has enjoyed a long and close relationship with Davis, who was
marketing director of Sainsbury’s when the agency was awarded the
account 16 years ago.
The 40-second films show Davis as a guardian angel-type figure
explaining how people can fulfil their dreams with careful financial
planning. They are illustrated with a series of vignettes, including a
couple living on a boat in the Mediterranean, a City gent donning a
crash helmet and roaring off on a Harley-Davidson motorbike and a man on
a beach hauling a bottle of champagne out of the surf to celebrate early
The films were written by Abbott, art directed by Ron Brown and directed
by Hugh Johnson for RSA Film. They are a sharp contrast to the ’wannabe’
and ’talk to Prudence’ advertising of the recent past and mark a
concerted effort to strengthen the Prudential brand.
The campaign is expected to evolve with other Prudential staff at
various levels - including women. ’We have a concept which says
’sometimes the man from the Pru is a woman’,’ Abbott said.
He added: ’Peter took a lot of persuading to do the ads and I wrote them
so he didn’t have to act. But I’ve told him not to give up his day job.’