Prudent matters
With the Oscars in the rearview, Prudential is planning to continue threading its relationship with Disney throughout the rest of its anniversary year. “I think you’ll find us showing up in different and unexpected ways,” Parkinson teases while declining to specify what exactly the next collab might be. (Prudential sponsored the Rose Bowl on ABC in February as part of its multi-year agreement with Disney.)
“We’ve been here for the generations before, and we’re going to be here for the generations of the future,” he adds. “We are a trusted brand, and we put our trust in our partners as our customers put their trust in us.”
On the Disney side of the equation, Campbell says that the Prudential campaign highlights the continued drawing power of the company’s suite of live events—as well as the marketing muscle it can flex around said programs.
“Not only did we have the four ads, we also had an in-show throw at the Dolby, tag tune-ins across ESPN SportsCenter, using Disney+ and Hulu for streaming, and tapping into both the ABC and Academy’s social media handles,” he says, rattling off the long list of platforms available across the Disney portfolio. “No matter how you were trying to interact with the Academy Awards, you were going to be exposed to these amazing creative executions.”
To paraphrase a certain Best Picture winner, that’s an offer few brands can refuse.
