Ad of the Day: Prudential

Droga5 films the same sunrise from coast to coast, but is it really a new day?

Prudential, the financial-services provider long branded as "the Rock," seems particularly bound to project a certain degree of orthodoxy. So, it's not a surprise that hot shop Droga5's much-anticipated and well-funded creative debut for the company doesn't feel all that groundbreaking. But in fact, it might be, for the client and the category. The shoot involved 100 cameras filming the same sunrise from coast to coast—an impressive feat of production, though it's not obvious from watching the video itself. Still, the commercial is well executed, stringing together a montage of visually compelling, if mostly clichéd, American landscapes. The camera cuts roughly 60 times in 60 seconds, with a number of the images flickering past quickly, contributing to a net effect that's more subliminal than explicit. (Fair warning: If you're prone to motion sickness and actually attempt to track what you're seeing, the choppy moments in the sequence might inspire a bit of nausea.)

While the voiceover doesn't herald economic recovery outright, the overarching tenor and underlying message of the spot clearly but cautiously hint at better times on the horizon: "And just like that, it's here. A new day. A new chance for all of us. People. Companies. Communities. To face the challenges yesterday left behind, and the ones tomorrow will bring." If nothing else, it was prudent that the copywriter opted to hedge with that last clause. The campaign rolled not long before the stock market dropped to a four-month low because of new unemployment numbers that suggested a less sunny forecast than that seen in Prudential's crystal ball.

Client: Prudential
Agency: Droga5, New York
Spot: "Sunrise"
Creative Chairman: David Droga
Executive Creative Director: Ted Royer
Executive Creative Director: Nik Studzinski
Group Creative Director: Kevin Brady
Head of Integrated Production: Sally-Ann Dale
Copywriter: Graham Douglas
Art Director: Katie Potochney
Art Director: Ben Wolan
Producer: Ben Davies
Associate Producer: Sarah Frances Hartley
Production Company: Smuggler
Director: Ringan Ledwidge
Producer: Sally Humphries
Executive Producer: Allison Kunzman
Editing: Spot Welders
Editor: Rich Orrick
Assistant Editor: Marlo Nespeca
Producer: Lynne Mannino
Post Production: The Mill
Executive Producer: Sean Costelloe
Executive Producer: Patrick Milling Smith
Executive Producer: Brian Carmody
Producer: Dan Roberts
2D Lead Artist: Iwan Zwarts
Colorist: Fergus McCall
Music: Yann Tiersen
Song Title: "Ashes"
Sound Studio: Sound Lounge
Sound Mixer: Rob Sayers