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The shock of the old for Pru poets

In its research to devise a whole new kind of financial services advertising, Prudential took just about everybody else&#39s ads and put them all together in one long sequence.

The mind boggles – flying pigs landing on fishermen in braces, businessmen singing in toilets as elderly uncle advises nephew Henry to put his money in a basket-case life office because they don&#39t pay commission, inanely babbling Hollywood actors doing their very worst and most obscure work in the service of a bank, very smug, irritating, complacent middle-class couples with preternaturally talking babies.

This list of potential segues is endless and all to a David Bowie/ Corrs soundtrack.

Pru, confidently, says this shows that all financial services advertising up until now, has been very samey. Doh!

But the Diary wonders if they might recoup some of the reported £20m it is spending on the, ahem, plan from the Pru, if they could flog on the uberad to someone else. It might confuse the public but then what else is new?

As part of its plans for “shock” marketing, Prudential plans to unleash a group of poets on unsuspecting commuters around the UK to reprise their ads which feature poetry from every conceivable situation in modern life.

One of these poems – featuring a mother and daughter ends with the tag: “just as I&#39ve learnt to be a mother, you are no longer a child.”

Pru insiders say this has had women in the focus groups in tears. For pity&#39s sake, who are these people?

Some of the poets had better watch out which commuters they declaim to, particularly any suffering the indignities of the London Underground with a hangover or they may be in for some shocks themselves – the one that comes from four fingers and a thumb clenched together.


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