Always understanding' brand message in a new TV blitz that targets the city's middle class.
Leo Burnett crafted the campaign, taking into account the market's grim sentiment, which has been depressed by a series of economic setbacks.
"We understand that when people face all sorts of daily uncertainties, what they need most is a sympathetic ear and sound advice," said Prudential's marketing director Ken Ng.
The 30-second spot, 'Wall', shows a young man talking to someone off-camera about his hopes and fears. The camera pulls back to reveal he is actually speaking to a wall.
"The TVC seeks to build emphathy by highlighting the frustration of not getting heard," said Burnett creative director Bernard Chan.