We Paid How Much for This Ad?

“Bring Us Your Challenges” is a smart communications strategy—and a sound platform for unifying Prudential’s brand across its businesses.

But I can’t remember a more leaden tagline.

Unfortunately, the same is true for this new ad that stitches together every sunrise cliché that the stock house had in its vault.

But wait: It’s not stock. In fact, Adweek.com reports that it took 100 cameras filming the same sunrise, coast to coast, to produce this bowl of morning oatmeal.

I’m sure that sounded “awesome” on paper. (And, according to a long list of credits, it took four executive producers and three creative directors to create.) But the result is insipid, not inspiring.

The financial services industry desperately needs a makeover. And so does its advertising.