 |
| VIDEO: Watch Prudential's new TV commercial, debuting on the Super Bowl. |
Ad's live experiment highlights the financial challenges of living longer
How old is the oldest person you’ve ever known?That’s the question Prudential asks in its new commercial that debuts nationally during pre-game coverage of Sunday’s Super Bowl and will air again during the game in the New York region and Austin, Texas.
The commercial illustrates the financial challenges of living longer, depicting a live experiment filmed at a park in Austin. We asked 400 people to place a blue sticker on a 1,100-square-foot wall next to the age of the oldest person they’ve ever known.
What the experiment showed is that most people have known someone who lived into their 80s, 90s or beyond—well beyond the typical retirement age. "So the question is, how are people making sure they have the money they'll need to enjoy all those years of retirement," says Colin McConnell, head of Prudential Advertising.
“In the midst of all the entertainment surrounding the Super Bowl, we wanted to ask a meaningful question," McConnell continues. "By crowdsourcing the data rather than citing third-party sources, we hope to make the message really sink in with people and provoke them to think about their own financial challenges."
Prudential’s new “Bring Your Challenges” Facebook page also launches on Super Bowl Sunday, as well as a website where visitors are invited to participate in a similar "virtual" experiment by dedicating a digital sticker to the oldest person they have known.
Want to learn more about Prudential's new advertising? Watch the ad here. Want to talk to Colin? Email Debbie Meany.
