Brief

Prudential is testing a new 30-second TV commercial in the Tyne-Tees region as part of its Man from the Pru campaign. The direct response ad features Nigel Bruce, head of home business, and is designed to sell home insurance for Pru Direct. Prudential’s head of brand communication, Andrew Williams, says the ad is the next stage on from the commercials featuring Prudential chief executive Peter Davis. ‘This execution has a harder edge and is designed to sell a specific product,’ he adds. The campaign will run on Channel 4 and satellite stations in July and, if successful, will be rolled out to ITV regions.

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