An African elephant called Mala has been recruited to front a new Prudential campaign aimed at encouraging more open discussion about saving for retirement, an important subject that many find hard to tackle.
The films, by creative agency Leagas Delaney, use humour to urge people not to ignore this ‘elephant in the room’. The intention is to encourage people to face up to their financial futures, taking professional advice where possible, and to understand that it’s never too early – or too late – to plan for retirement.
The elephant campaign was conceived following Prudential’s ‘Couples in Retirement’ research, which highlighted that as many as one-in-three couples know nothing about each other’s plans for retirement.
They will be part of their seminar and event programme. The idea will also be carried through to Prudential’s presence at this year’s 50+ Show (12-14th July).
The show, which attracted 9,000 visitors to London’s Olympia last year and has added an extra day this year in order to meet demand, aims to help the over 50s make the most out of life. Prudential is the main sponsor of the event and will be putting the elephant idea centre stage to engage consumers at their stand, with a life-size model elephant on its roof. Visitors will also have the chance to win an African safari in exchange for sharing their thoughts about finances and retirement.
Michael Ellyatt, Head of Brand and Creative Services at Prudential, said: “Talking about pensions is of vital importance, and Leagas Delaney’s approach will, we believe, take away some of the fear that people feel when thinking about their financial future. The humorous ‘elephant in the room’ metaphor can be used across various channels to engage a wide age range, not least the over 50s, who are on the home-stretch to retirement.”
Nigel Roberts, Creative Director at Leagas Delaney, said: “The ‘elephant in the room’ is a really appropriate metaphor for how people feel about pensions – especially in these uncertain times. By bringing the issue to life in a funny way, we show that Prudential understands the fear pensions hold, and how they can help.”
Creative director: Nigel Roberts
Art director: Nigel Roberts
Copywriter: Nigel Roberts
Account director: Jonathan Pangu
Agency producer: Michelle Hopkins
Director/ production co: Ben Tonge – Thomas Thomas Films
Producer: Trent Simpson
Editor: Dan Sherwen at Final Cut
Post production: Prime Focus
Sound design: Nick Angell at Angell Sound
DoP: Konstantin Freyer (Cobblestone Films)