Finally! For at least ten years, advertisers have been trying to find an appeal for Baby Boomers that would get us out of our denial about the “R” word, and into some kind of savings or investment planning. They have tried threats–the elephant in the room that we are avoiding. They have tried strident appeals from fellow boomers such as Dennis Hopper–” You need a plan!”
Ameriprise gets it wrong
Let’s face it, no one has gotten it right. Boomers don’t respond to fear, logical appeals, or threats from someone who claims to know more. They don’t feel helpless. They feel entitled. They are perennial optimists, driven by the belief that they are in charge, still important, and still are changing the world. So…this Prudential commercial hits exactly the right emotional tone…Boomers want to live forever, think they will, and believe it will all work out somehow. This is such a hopeful approach: a series of actual photos taken on the first day of retirement by a bunch of different boomers. The shots look cool, look real, and are very hopeful married up with inspirational not insipid music–no ’60s rock track redux. And the message is right on target: You are going to live a long long time! The “R” word is not “Retirement”…its “Rejoice”! It’s “Reinvent.” And yes, it’s “Revel”…in the simple beauty of the world, and every morning that you are going to see from here on out, till maybe forever. And yes, you’re entitled. Bravo, Prudential. One teensy thing I’d fix: take out the number. It should say, “one of the thousands and thousands of sunsets retirees will see….” Remember…We are going to live forever.
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