Prudential Financial is launching new creative that celebrates the small yet pivotal moments when the strength and reassurance of the “rocks” in people’s lives help them become unstoppable.
“Rock Moments” was produced by Archetype and is part of Prudential’s “Who’s Your Rock” brand campaign, which brought back the company’s iconic rock symbol for the first time in a decade earlier this year.
Almost two years into the pandemic, three-quarters of Americans are considering making a significant change in their lives, according to Prudential Financial’s recent survey.
For people who expressed a desire to hit reset, nearly nine in 10 face at least one barrier to taking a big leap, including lack of money (35%), unease with uncertainty (22%), fear of the unknown and lack of confidence (both 21%).
Among those considering a major shift, 63% say that support from friends and family would help them move forward to make the change.
Help is often found through the “rocks” in people’s lives who encourage them to take that leap, says Prudential’s Chief Marketing Officer Susan Somersille Johnson.
The spot “really mirrors how so many of us are feeling right now after challenging times -- ready for a reset, ready to take a leap -- but we need a friend, a mentor, a family member to cheer us on,” Johnson tells Marketing Daily. “We have to stay hopeful, help others and celebrate our wins, no matter how big or small.”
The 60-second spot, which breaks Friday, features the song “You’re All I Need To Get By” originally recorded by Marvin Gaye and Tammi Terrell. Cutdowns of 30, 15 and 6 seconds were also produced.
"We wanted music that rocks, and that’s Motown,” Johnson says. “We worked with Tena Clark, Grammy-winning producer and CEO of DMI Music and Media Solutions, to find the right beat.”
The music is "a timeless classic, and the song’s hopeful and uplifting message appeals to generations. Music is very important to our brand.”
The spot will air nationally on select networks, as well as in major markets across the U.S. including New York, New Jersey, Los Angeles, Chicago, Miami, Dallas, San Diego, San Francisco, Washington, D.C., Philadelphia, Boston, Atlanta and Detroit.