Hasta La Creative!

In 2011, Prudential and agency Droga5 took a slightly different approach to advertising about retirement services. No straight, boring talk of financial planning. But also no shots of youthful-looking retirees galloping across the globe or swing dancing or playing golf or snorting crushed up Viagra at seniors-only raves (that’s probably not an actual thing, but it really should be).

Rather, “Day One,” as it was called, asked real people to document their first day of retirement. The resulting short films and commercials captured the excitement of being free — and the fear of stepping into a world of unknowns. How many years of work-free bliss will you have? What will you do with all that time? And, of course, have you put aside enough money so that you don’t have to collect cans on the side of the road? As Creativity Editor Ann-Christine Diaz noted, “It was a little bit unsettling.”

Which also made it effective. Planting a seed of fear can be good marketing, especially if it’s fertilized with a bit of inspiration. Of course, there was some inspiration in “Day One.” Viewers weren’t left with the impression that Day One-ers were in dire straits.

Continue reading at AdAge.com

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