The second commercial for Prudential concentrated on the positive aspect of being consistent.
We also decided to create an African story that would resonate with local audiences in South Africa and so we shot the entire commercial on a remote Madagascan village using a local cast with no acting experience.
We also decided to create an African story that would resonate with local audiences in South Africa and so we shot the entire commercial on a remote Madagascan village using a local cast with no acting experience.
Below is the making of:
The music from the commercial was also a hit.
After being inundated with requests for the music which was an original composition commissioned exclusively for Prudential (including requests from Shazam) we asked the composers to create a full length version of the track. Which they did. And you can now download it from iTunes. It’s called “Incorruptible” by Jay Lifton (feat. Carolyn Leonhart).
A digital campaign was created to drive sign ups via the website
I was also the photographer and retoucher for the print campaign:
