Prudential launches ‘Race For Retirement’ campaign to take on America’s retirement challenge

Campaign asks consumers to pledge an additional 1 percent more of
their annual income toward retirement

NEWARK, N.J.–(BUSINESS WIRE)–Prudential Financial (NYSE:PRU) today launched a new national campaign, “Race
for Retirement,”
that aims to promote retirement readiness and
features a call to action for consumers to start saving an additional 1
percent more of their annual income for retirement.

The campaign
debuts today with the launch of the first of two television commercials
featuring Harvard University psychology professor and best-selling
author, Dan Gilbert. Scenes for the two spots – “The Prudential Race For
Retirement” and “The Gates Experiment” – were filmed on November 7 at
the Prudential 4.01(k) Race for Retirement in Washington, D.C. At the
event, more than 5,400 people took the pledge and ran 4.01 kilometers on
a course containing retirement readiness questions they could answer by
running through specific gates.

A recent study from Prudential revealed that one-in-three Americans
isn’t saving enough for retirement. With 10,000 Americans expected to
retire every day for the next two decades, it is an issue that affects
everyone, from Baby Boomers to Millennials.

“Retirement Readiness is an important issue that affects us all,” said
Colin McConnell, Prudential’s chief brand officer. “The purpose of Race
For Retirement is more than just education – it’s an empowerment
campaign created to inspire people to start thinking differently about
how they plan for retirement. Challenges can either be obstacles in your
way or the thing that gets you up in the morning. Our intent is to
showcase retirement as a solvable problem while creating a sense of
urgency for people to take action, starting with the pledge to save an
additional 1 percent more of their annual income.”

In addition to the television creative, Prudential has also unveiled,
a digital hub where consumers can take the pledge and see the impact
that saving an additional 1 percent more can have on their retirement
savings. The site tracks all pledges and aggregates the collective
impact that saving an additional 1 percent more can have on retirement
savings in the U.S. over 30 years. The campaign also features a
partnership with MapMyFitness, where people across the country can chart
and complete their own 4.01(k) runs and share their participation across
their social media channels.

The Race For Retirement TV spots are a continuation of the Prudential
Bring Your Challenges series that includes “The Magnets Experiment” and
“The Dominoes Experiment,” also featuring Gilbert. In these commercials,
Gilbert highlights the behavioral challenges that often get in the way
of retirement planning, such as procrastination and optimism bias.

Prudential Financial, Inc. (NYSE: PRU), a financial services leader with
more than $1 trillion of assets under management as of September 30,
2015, has operations in the United States, Asia, Europe and Latin
America. Prudential’s diverse and talented employees are committed to
helping individual and institutional customers grow and protect their
wealth through a variety of products and services, including life
insurance, annuities, retirement-related services, mutual funds and
investment management. In the U.S., Prudential’s iconic Rock symbol has
stood for strength, stability, expertise and innovation for more than a
century. For more information, please visit

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Prudential Financial
Josh Stoffregen , 973-802-3996