Droga5, Prudential Stage ‘Race for Retirement’

By Erik Oster 

Droga5 launched a “Race for Retirement” campaign for Prudential designed to encourage people to save more for retirement.

Based on the insight that some 52 percent of U.S. families won’t be able to support their pre-retirment lifestyle with their current savings and 40 percent of millenials haven’t saved anything for retirement (probably thanks to the crippling student loan debt), the campaign aims to encourage viewers to save one percent more for retirement. Two new broadcast ads from Droga5 depict a 4.01 K race staged by Prudential. In the campaign launching, “The Race For Retirement” a Prudential spokesman introduces the concept, adding that race participants are pledging to give one percent more to themselves for retirement. Another ad, “The Prudential Gates Experiment,” calls to mind a recent Dove ad, with gates throughout the race asking participants asking participants questions like “Are you completely prepared for retirement?” and “Could you save 1% more of your income?” with gates for “Yes” and “No” answers.

“We wanted a platform that would have breakthrough creative, but we really wanted a platform for engagement that we could capture and we could scale at a pretty large scale, and also an activation opportunity that we thought pretty much anyone can do,” Colin McConnell, chief brand officer at Prudential, told Adweek.  

“Rarely has an idea this big started off with a pun,” added Droga5 executive creative director Kevin Brady, referring to the idea of a 4.01K race. “Treat it like it’s an important cause.It’s great to be generous, but every now and then, think about yourself.” 



Client: Prudential
Campaign: Race for Retirement

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Senior Copywriter: Brian Eden, Nathan Archambault, Sara Shelton
Senior Art Director: Ben Grube, Andy Grant, Paul Meates
Executive Design Director: Rob Trostle
Design Director: Rich Greco
Chief Creation Officer: Sally-Ann Dale
Head of Interactive Production: Niklas Lindstrom
Head of Production: Ben Davies
Executive Producer, Interactive: Laura Bruskin
Executive Producer, Broadcast: Scott Chinn
Senior Experiential Producer: Bo Djogo
Head of Print Services: Rob Lugo
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Aaron Wiggan
Senior Strategist: Ben Brown
Group Comms Strategy Director: Duncan Owen
Senior Comms Strategist: Elsa Stahura
Head of Account Management: Dan Gonda
Group Account Director: Lindsay Cole
Account Manager: Caroline Engram, Trevor Mundt
Head of Project Management: Katia Billings

Client: Prudential Financial, Inc.
Senior Vice President & Chief Brand Officer: Colin McConnell
VP, Brand Marketing & Advertising: Niharika Shah
VP, General Manager, Prudential Advertising: Alison Lazzaro
VP, Integrated Strategy: Amy d’Oliveira
Director, Client Services: Brett Tuller
VP, Integrated Media Services: Anna Papadopoulos

Experiential Production Companies: IMG/IMGL
Broadcast Production Company: Reset
Interactive Production Company: Use All Five
Editorial: Work Editorial
Post Production: The Mill