Prudential Financial airs new TV spots targeting black and Hispanic consumers

(June 26, 2006) Prudential Financial, Inc. has introduced two commercials targeted to African-American and Hispanic audiences. Referred to as "This Much" and "Happy Birthday," the television commercials capture family activities that take place in households across America and show how life has little ways of reminding families of the importance of having life insurance protection.

"This Much," features a mother as she takes a moment out of her hectic day to kiss her young daughter good night and is reminded of just "how much" she loves her. This advertisement is airing in English and Spanish and will soon air in a combination of both languages to reflect the reality of multi-lingual households. "Happy Birthday" features an African American family during a festive celebration for the Dad's birthday where he pauses for a moment to tell his youngest daughter he loves her when she coyly asks how old he is.

"Maria Umbach, vice president, Marketing for Newark, N.J. based Prudential's Individual Life Insurance unit continues to look for ads that emphasize the importance of basic family protection. "We wanted to create ads that reach a more diverse audience but more importantly, focus on love as a motivator for purchasing life insurance."

The ads are a continuation of a campaign that kicked off in the fall of 2005, and were produced by the company’s in-house advertising agency headed by Tom Burke, vice president of advertising for Prudential. "We created two versions of a television ad called "Hey Dad", that feature a father-son exchange about life insurance,” said Burke.

“After viewing a life insurance ad from The Prudential Insurance Company of America, the son asks the father what life insurance is, and whether or not the family has it. In a twist that mimics life, one version of the ad ends with a reassuring "yes" from the dad, and the other clearly suggests a "no" as he hesitates uncomfortably.”

The new commercials, along with the original "Hey Dad" commercial, are currently airing nationally and can be seen on ESPN, TV FOOD, HEADLINE NEWS, BET, THE HISTORY CHANNEL, and LIFETIME or on the company's website at www.prudential.com/love.

The Spanish version also aired during the recent ALMA Awards broadcast, and is supported by a special web landing page in Spanish at www.prudential.com/amor.


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As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
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