Considering the uncertainties of 2020 (and continuing into 2021), consumers may be looking for some comfort and stability in their lives. Enter Prudential and its familiar Rock iconography, which is taking center stage of a new advertising campaign.
“Our iconic Rock is synonymous with resilience, reaching new heights, and limitless support,” said Susan Somersille Johnson, CMO of Prudential. “For the first time in a decade, we’re making it a centerpiece of our advertising because the Rock is a stabilizing force for the times we’re living in.”
Johnson cited company research indicating that 62% of Americans are concerned about their current finances and 68% are concerned about their financial futures. In addition, 50% of people say the qualities of trustworthiness, responsiveness, strength and resilience among financial institutions are more important now than they were a year ago.
“It’s never been more important to remind the nation that we are an unwavering rock of support for a society looking to rebuild and grow,” Johnson said. “In contrast to the stresses of the past year, we created an idyllic setting with children to affirm the importance of finding your Rock at any age.”
The commercial depicts children playing in a forest when one of them discovers a treasure chest full of superhero, pirate and other costumes. “Remember when anything was possible?” says a voiceover. “When no dream was too big. You could go fast, take big leaps, fearlessly face the unknown. You still can.” At the bottom of the chest, a girl finds a shield with a familiar rock etched on it. She takes that shield from the forest to the top of a mountain in the sunlight, as the voiceover links the ideas of the rock and “being unstoppable.”
The spot made its debut during the coverage of the Olympic Games in Tokyo. Prudential is also sponsoring the USA Climbing team, showcasing a new generation of athletes who embody the company’s attributes of strength, performance and reaching new heights,” Johnson said.
“Our campaign at its core is about moments of triumph that celebrate the strength and resilience of the human spirit,” she said. “We want to reaffirm that Prudential is here for you in these extraordinary times, and always. You need a Rock you can depend on for life, and when you find it, you’ll be unstoppable.”
The commercial has been running in major markets across the United States, including New York, Los Angeles, Chicago, Miami, Dallas, San Diego, San Francisco, Washington, D.C., Philadelphia, Boston, Atlanta, Detroit and Hartford, Connecticut. The new “Who’s Your Rock” campaign will run through December on national and local television, social, digital and other sponsorship. It will also extend into Brazil and Mexico.
