Prudential: When things go right, ask "now what?"

Jason Wang

Prudential, a life insurance brand, showcased genuine life experiences alluding to "Now What?" moments in an anthem spot to transform and energize the brand.

Campaign details

Brand: Prudential Brand owner: Prudential Entrant company: McCann, USAIdea creation: Current Global Chicago Market: United States Sector: Insurance Media channels: Online video, Outdoor, Out-of-home, Radio & audio, Social media, Other & ambient media, Content marketing, Online displayBudget: Over 20 million

Executive summary

Despite the dominant financial category narrative, full of negative messaging, unapologetically capitalizing on people’s fears about their futures, leaning into positivity proved to have significant business upside for Prudential.

Through our “Now What?” campaign, our iconic ‘Rock’ dusted off...

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