Retirement ads are full of images of seniors tending vineyards, lounging on beaches and ambling around golf courses. But, in this economy, is that a realistic vision of retirement anymore?
Prudential and ad agency Droga5 set out to find out by asking retirees themselves. The result? A new ad campaign profiling real retirees, some who were prepared for retirement and some who weren’t.
The first TV spot, “Day One,” showcased photos taken by real people on their first day of retirement. The next phase of the campaign features short documentaries on five real-life retirees, available at www.dayonestories.com. Unique photo installations, new TV ads and billboards will also be part of the campaign’s second phase.