Prudential HK's new branding campaign reminds everyone to 'progress with family'

Prudential Hong Kong has introduced its latest branding campaign featuring local artists Louis Koo and Jeffrey Ngai, reminding HongKongers to care about their families while striving forward to pursue their goals. 

With the tagline "Prudential lets your progress with your family", the campaign revolves around Koo's life journey. Within the campaign video, Jeffrey Ngai, who plays the younger version of Koo, appeared in a parallel universe and reminded Koo of his youthful and frivolous self, who only knew how to go forward bravely and fight hard, while ignoring the scenery around him, especially his families, who were the most important part in everyone’s mind. After experiencing and growing up on different tracks in life, Koo understood that while rushing forward, it was important to take a step back at the right time, look back and care for his family to go further together and welcome a happier future.

In terms of medium of promotion, the campaign will be available on Prudential's Facebook, Instagram and YouTube. It will also be broadcast on ViuTV and Now News and Finance Channel from 11 April.

Furthermore, Koo and Ngai will be undertaking the artificial intelligence (AI) face-swapping video and "palindrome" challenge on social media, bringing out how people's attitudes change towards working hard and protecting their families can be different at various life stages.

Priscilla Ng, chief marketing and partnership distribution officer of Prudential Hong Kong, said, “This year is the Prudential’s 175th anniversary. We are very happy to invite stylish male artists from two generations to promote Prudential’s concept ‘We DO Family’ in a creative way, so as to encourage everyone to express more care to their loved ones, and actively build happiness equation exclusive to each family.”

“I believe many citizens have experienced ups and downs and various life’s challenges in the past two years. Prudential is walking side by side with the public. We hope that everyone will spend more time progressing with their family.  The only way to protect the  families needs and enjoy the ultimate scenery in the journey of life together is to work hard and take care of the future,” Ng added.

MARKETING-INTERACTIVE has reached out to Prudential Hong Kong for additional information.

Don't miss: Prudential HK encourages future generations to pursue dreams with new campaign

Back in October last year, Prudential Hong Kong launched a brand campaign “We DO Family” and featured local artists Jeffrey Ngai and Kenny Wong Tak Bun, of which Ngai acted as a enthusiastic singer-songwriter wishing to release his new single, while Wong, his future grandson, transcended time from the future and helps him pursue his goals. The whole ad aimed to demonstrate intergenerational family love.

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