Prudential and McCann New York launch Beta Baby Bonus
2025 marks a milestone anniversary for Prudential, celebrating 150 years as a company.
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2025 marks a milestone anniversary for Prudential, celebrating 150 years as a company.
Its brand platform, Protect Your Life’s Work, launched last year and focuses on how consumers are changing how they think about retirement. Every day, thousands of Americans reach retirement, while lifespans are increasing each year.
In partnership with McCann’s Truth Central, a new report from Prudential, Generation Beta: Redefining Life, Longevity, and Retirement, found that people predict this new generation will have vastly different lives than today, with 86% of people believing Generation Beta will have jobs that haven’t even been invented yet. Generation Beta is also predicted to live longer than those before them, and the study reveals optimism about a healthcare revolution that will transform their lives, with half of adults believing that cancer will be cured by Generation Beta. Crucially, when it comes to retirement, people see the value of starting early. Eighty percent of prospective Generation Beta parents agree that in an ideal world, parents would start saving for their child’s retirement from birth. In fact, the No. 1 regret among current and prospective parents is that they “didn’t save more for my retirement.”
Credits
powered by
- Agency McCann/New York
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- Director Chris Smith
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Credits
powered by
- Agency McCann/New York
- Director Chris Smith
- Post Production NO6
- Chief Creative Officer Shayne Millington
- Executive Creative Director Larry Platt
- Executive Creative Director
- Creative Director Brad Soulas
- Creative Director Nick Ciomperlik
- Creative Director Kristine Salm Baker
- Creative Director Camilla Ciappina
- Copywriter Sam Weiss
- Art Director Cassie Powell
- Head of Design Matt van Leeuwen
- Design Director Mook Phoungbut
- Designer Akshara Sanketh
- Executive Producer Eric Shober
- Producer Patty Visconti
- Producer Frances Pharr
- Chief Production Officer (HP) Joe Calabrese
- Executive Producer Stacy Flaum
- Producer Alex Palacios
- Executive Producer Allison Kunzman
- Head of Production Alex Hughes
- Line Producer Jennifer Barrons
- DP Ben Seresin
- Editor Nick Schneider
- Assistant Editor Angie Nicholas
- Editor Alfred Cisneros
- Editor Jason MacDonald
- Executive Producer Corina Dennison
- Producer Natalie McQuaid
- Music Producer Colleen Dahlstrom
- Music Jamie Jou
Credits
powered by
- Agency McCann/New York
- Director Chris Smith
- Post Production NO6
- Chief Creative Officer Shayne Millington
- Executive Creative Director Larry Platt
- Executive Creative Director
- Creative Director Brad Soulas
- Creative Director Nick Ciomperlik
- Creative Director Kristine Salm Baker
- Creative Director Camilla Ciappina
- Copywriter Sam Weiss
- Art Director Cassie Powell
- Head of Design Matt van Leeuwen
- Design Director Mook Phoungbut
- Designer Akshara Sanketh
- Executive Producer Eric Shober
- Producer Patty Visconti
- Producer Frances Pharr
- Chief Production Officer (HP) Joe Calabrese
- Executive Producer Stacy Flaum
- Producer Alex Palacios
- Executive Producer Allison Kunzman
- Head of Production Alex Hughes
- Line Producer Jennifer Barrons
- DP Ben Seresin
- Editor Nick Schneider
- Assistant Editor Angie Nicholas
- Editor Alfred Cisneros
- Editor Jason MacDonald
- Executive Producer Corina Dennison
- Producer Natalie McQuaid
- Music Producer Colleen Dahlstrom
- Music Jamie Jou
January 1, 2025 welcomes Generation Beta into the world. To celebrate this new generation, McCann New York and Prudential developed ‘The Beta Baby Bonus,’ which is offering every baby born in the US on January 1st $150, which could potentially grow to $100,000 when they retire. The bonus underscores Prudential’s commitment to encouraging every generation to take action in securing their financial future.
With this generation predicted to live longer than those before them and possibly spend longer in retirement, the call to action of “It’s never too early, or too late, to protect your life’s work” advocates for everyone to be able to live a better life, longer.
The campaign launches with the Generations film which interviews Boomers, Gen X, Millennials and Gen Z on what defines their generation. With every generation known for something, Generation Beta is a generation that could live longer than ever before. Directed by award-winning director Chris Smith, the film will live across national TV, OLV, Digital, OOH and social.
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Richard Parkinson, Chief Brand Officer, Prudential Financial, Inc. said: "This year Prudential celebrates 150 years as a company. And we wanted to look ahead to the next 150 years. With the birth of Generation Beta, we’re helping ensure they can become the most financially prepared generation in American history. But more than that, we want everyone to be able to see that big things can come from early starts."
Shayne Millington, Chief Creative Officer, McCann New York adds: "It's not every day a new generation is born. So we needed to made the most of a once-in-a-generation event. We’re beyond proud to be able to launch something as ambitious and heartfelt as the Beta Baby Bonus. And we’re just as proud to be able to partner with a company like Prudential that lives, breathes, and builds on their mission to help all people live a better life, longer. Of all the things Generation Beta has to look forward to, we’re so happy retirement will be one of them."
