Prudential Taps Real-Life Couples to Push Retirement Services
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You may think you’re prepared for retirement, but chances are, you probably aren’t. Financial firms have repeated that message frequently in recent years, but a new spot from Prudential paints a clearer picture. In the 60-second commercial, which begins airing Friday, real-life couples guess at how much money they will need for retirement and then walk across squares, each representing a year of time, to see how far they can get. Spoiler alert: not very far.
“It turned out a lot of people fell short of even the average length of retirement,” said a voiceover. “Let’s plan for income that lasts all our years of retirement.”
The spot is the part of the Newark, N.J.-based Prudential’s “Bring Your Challenges” campaign, now in its sixth year. Since 2013, the firm has been using more data visualization and behavioral insight to better connect with consumers, according to Niharika Shah, VP-head of brand marketing and advertising.
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