AGENCY: Lowe & Partners/New York
COPYWRITER: David Metcalf
ART DIRECTOR: Dennis D’Amico
AGENCY PRODUCER: Peggy Moore
DIRECTOR: George Evelyn
PRODUCTION COMPANY: Colossal Pictures, San Francisco
CLIENT: Prudential Securities
In the increasingly competitive financial services market, Prudential Securities entered the fray with three new spots that focus around the theme of trust, and use animation to get the point across.
‘They’re a fairly bold and bright client,’ said Lowe & Partners president John Hayes. ‘They wanted to do something that hadn’t been done in the category before.’
The campaign uses a stream of sketch-like drawings to convey its points. In one spot illustrating the problem of lacking retirement savings, a man climbs a ladder to dive into a pool filled with one giant dollar bill, but the money drains out of it as he’s about to dive. A voiceover muses, ‘Perhaps the one thing worse than dying is outliving your money.’
The commercials, which are aimed at consumers age 50+ with ‘substantial assets,’ had their genesis in an animated print campaign that debuted last year.
The campaign’s tagline is: ‘The most important thing we earn is your trust.’
Copyright Adweek L.P. (1993)
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