Fronted by 19-year-old US tennis sensation Quinn, the campaign is set during the USTA’s major annual tournament and follows the young player as he begins an early, transformative stage of his sports journey as he turns professional and yet still makes plans for retirement.
Developed in collaboration with agency McCann New York, the anchor ad was helmed by Director Reinaldo Marcus Green and ran on TV and across digital and social platforms through the tournament between 28 August and 10 September.
Titled ‘Made it. Now what?’, the spearhead spot dropped online on 24 August and poses the question: “When you make it to a new point in life, ask ‘now what?’ and then talk to Prudential and make a plan for what comes next.”
The core TV commercial was supported by additional video and social media content including an online video titled ‘Ethan Quinn | Prudential Stages for Retirement’.
The core creative pieces link to an online brand tool which enables consumers to ‘see how we’re helping new tennis pro Ethan Quinn jumpstart his retirement’ and then inviting them to ‘jumpstart your own by unlocking your Retirement Confidence Score’.