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.

CREDITS

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