Close Close

Life Health > Health Insurance > Your Practice

Pru hopes short films will win consumers’ hearts

Your article was successfully shared with the contacts you provided.

Prudential Financial Inc. is using a series of short films to get consumers ready to think about protecting their families against the risk of death.

The Newark, New Jersey-based insurer today introduced a new, media-based outreach campaign: the Masterpiece of Love film series.

Related: 5 opportunities to turn Valentine’s Day into Life Insurance Day

The Prudential marketing and communications team commissioned four artists to create work that responds to survivors’ feelings about the loss of loved ones. The Prudential team then produced short films documenting the results.

Prudential is promoting the film project website with trailers running in about 40 U.S. theater chains.

In one installment, “Mickey McNany, Show Biz Kid,” artist Christine DaCruz uses embroidery to help a woman honor the memory of her mother, the founder of a theater school.

Prudential’s messaging with the films encourages site visitors to consider building an emotional legacy, by creating and recording family traditions, and to use financial planning to protect that legacy.

Prudential suggests, for example, that one way for a family to protect its traditions is to make sure that a widowed spouse has the financial resources to keep the family home. 


Dementia cinema: 4 upcoming productions

Moore’s Oscar win puts Alzheimer’s film in spotlight

We’re on Facebook, are you?


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.