Rose Bowl sponsor Prudential enrolled a more senior class of
influencers for a campaign.
The financial brand turned to the senior influencers of "Retirement House” for a series of retirement-focused “If I Knew Then, What I Know
Now” ads kicking off for the Rose Bowl, developed in partnership with Omnicom creative agency McCann.
The new series of ads focus on such issues as trying to find a partner for
fellow "Retirement House” member Oliver, who is looking for someone to share his love of retirement with during a Jumbotron moment.
The ads will run across digital and social channels,
as well as an in-game activation. Prudential is also running an additional pair of ads that will not feature "Retirement House” members in stadium and on ESPN during the Rose Bowl matchup
between the Alabama Crimson Tide and Indiana Hoosiers
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According to Prudential, the social-first focus of the campaign is meant to provide an unexpected way to connect with audiences and
share a message about retirement during a legacy cultural moment with broad appeal.
“Retirement doesn’t carry the same stereotypes that it once did—today’s retirees are
reimaging how their lives look in their later years,” Richard Parkinson, chief brand officer, and global retirement and insurance marketing officer at Prudential, said in a statement.
“By bringing the Retirement House to the Rose Bowl and amplifying conversations around the changing vitality around retirement, we’re inspiring a younger generation to start ensuring
financial preparedness early.”