Magazine article Marketing

Prudential

Magazine article Marketing

Prudential

Article excerpt

Over the years, I have seen many campaigns from Prudential, ranging from 'Prudence' to the 'Wish' campaign. Abbott Mead Vickers BBDO's latest effort is beautifully shot, obviously has high production values (and costs), and stars a 'real lifer' in chief executive Peter Davis.

Bravely, Davis joins a small group of real lifers who have starred in their own ads; Bernard Matthews, Victor Kiam and Richard Branson spring to mind. Not being professional actors, Davis's predecessors have met with varying degrees of success. With the exception of Branson, who has the good sense not to speak in the Virgin PEP ads, the total effect is usually laughable.

Davis, however, comes across exceptionally well on screen; he is trustworthy, secure, has a voice that could melt butter at two hundred feet, and looks like everyone's kindly uncle. But this is where my small niggling doubt about the ad begins.

If you are 25, Davis probably does look like another boring businessman, and into the bargain, a misguided one trying to sell you the prospect of one day running a cheese shop in the Cotswolds, or a chance to write that novel on Capability Brown. …

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