Prudential Asia creates 2 versions of same ad, one with same-sex couple one without

Prudential has featured a same-sex couple with a child in its latest campaign video "Made for Every Family", which showcases the diverse types of families. Done in collaboration with R/GA Singapore, the campaign video featured the couple and their child, along with the text "family". Looking to bust the myth of a "typical" family, in addition to nuclear families, the video also featured extended families, families with adoptive children as well as cohabiting couples.

The video also looks to show that Prudential is financially inclusive and will cater to the lifestyle and needs of its customers by "providing innovative and targeted solutions covering different types of families", said Mabel Leung, chief officer brand and strategic marketing, Prudential. "We recognise that all families are unique and believe everyone deserves equal access to financial protection. At Prudential, we strive to be relevant to the lifestyle and needs of our customers by providing innovative and targeted solutions covering different types of families," she added.

Meanwhile, Shingo Ohno, creative director at R/GA Singapore, said that with greater diversity and inclusivity than ever, the world has changed about what constitutes a family. "We are proud to partner with Prudential in transforming the way the insurance industry can recognise, relate and meet the needs of this cultural progression,” he added.

However, noting the sensitivities around the region, the campaign also includes a Shariah version of the video, which will be used to market the brand in Singapore, Malaysia and Indonesia.

Meanwhile, the primary campaign video will be used in Hong Kong, Cambodia, Laos, Philippines, Myanmar, Taiwan, Thailand and Vietnam.

Prudential's spokesperson told MARKETING-INTERACTIVE that it launched the campaign as it believed there was an opportunity to meet the protection needs of more diverse types of families, hence it was important for the brand's creative  to showcase a broader definition of family. "Traditionally, insurance policies tend to be designed around the nuclear family, recognising only the spouse and children as financial dependents. [As such,] our markets will determine their definition of family and develop solutions based on local needs, culture, and legislation," the spokesperson added. 

Additionally, Prudential worked with R/GA to create family avatars, known as "famvatars". According to Prudential's spokesperson, the famvatar tool was developed to engage audience and provide them with a keepsake that is representative of themselves and their individual families. Using Prudential's digital platform, users can create their own famvatars and turn them into a sticker pack. The platform also allows users to customise facial features, skin colour, and hair colour and choose the avatars' outfits and accessories. 

Prudential is not the only brand to have featured a same-sex couple in its ad. In 2020, W Singapore uploaded a social media post featuring a same-sex couple dressed in bathrobes, laughing while holding drinks in their hands. Beside them were balloons with W Singapore's logo printed on it. W Singapore's spokesperson told MARKETING-INTERACTIVE then that the social media post is not an ad by the hotel, but a repost of user-generated content of guests.

Meanwhile, Poh Heng has also been bold in showcasing diversity in its advertising. Four years ago, the brand celebrated its 70th anniversary with a photo exhibition titled "A Journey of Trust" which featured images of local personalities and people with their loved ones. The exhibition ran across Orchard Road and boldly featured images of two same-sex couples on an OOH. Pamela Seow, assistant GM of Poh Heng Jewellery, told MARKETING-INTERACTIVE then that the campaign was created to showcase how all of the relationships embody the value that Poh Heng stands for - that is trust, regardless of gender.

Diversity and inclusion has become a focal point for companies these days, not only in their workplace policies but also in their ads. According to R3's Diversity: From agency to ads report, 44% of advertising reviewed for the report limited women to domestic, familial, and maternal roles, with narratives being told from a male perspective. The report added that many brands still continue to depict women in singular roles of mother, wife, and caregiver. This results in ads coming across as one-dimensional and instead, more people from diverse backgrounds are required to control the storytelling and production.

R3 added that marketers can play a positive role and encourage greater change in the narratives being developed by requiring diversity among creative directors and producers and demanding more inclusive organisational design. On the agency front, R3 found that 40% of agencies never saw client briefs including specifications for DE&I.

Meanwhile, a 2021 global marketing trends executive survey by Deloitte found that younger generations more often notice representative advertising at the time of purchase consideration. In the beauty and personal care industry, for example, 28% of consumers between 18 to 25 years old notice representative advertising while only 10% of consumers who are 46 years old and above do the same. In the automotive industry, 35% of younger generation take not of representative advertising while 18% of those 46 years old and above do so.

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