A 30-second TVC focuses on life-changing events and drives consumer preference for Prudential.
Targeted at the affluent 24- to 45-year old segment, as well as older, single people and those with young families, the first execution 'Ring' shows a young woman reassuring herself that she will make a good wife.
Another spot, 'Knock', shows an overjoyed new father, who is worried about his capabilities as a dad.
The campaign has been developed to appeal to conservative Taiwanese by showcasing that everyone has insecurities. "Taiwanese are taught to be conservative about outwardly displaying their emotion," said Bernie Liu, senior account director, Leo Burnett Taiwan.