Prudential: The Fishermen

Credits & Description:

Prudential's new television commercial "The Fishermen" conveys the message of how the right knowledge and process, applied consistently and unwaveringly over time, will result in success. The boy and his grandfather fished. That was their life. They belonged more to the ocean than the land. But one season the fishing was lean. The other fisherman eventually gave up. The boy asked his grandfather why they kept going out to sea if there were no fish. The grandfather didn't reply. He just kept doing what he always did fishing. And when at last they pulled in their net, heavy with fish, it was the boy, not the grandfather, who felt the full weight of the catch. And that night by the fire, the boy looked up and marvelled not at the stars, but at the power of consistency doing the right things right, day after day, month after month, no matter what the conditions. Because consistency is the only currency that matters.The commercial was filmed on location in Madagascar - click here to view the Making Of. It was created by advertising agency Lowe Cape Town and was directed by Kim Geldenhuys of 0307.
Category: Finance & insurance
URL: http://www.consistency.co.za
Client: Prudential Financial
Brand: Prudential
Media: TV
Agency: Lowe Cape Town
Production: 0307
Country: South Africa
Director: Kim Geldenhuis
Executive Creative Director: Kirk Gainsford
Creative Director: Alistair Morgan
Art Director: Bruce Harris
Copywriter: Alistair Morgan
Account Director: Sarah Hall
Agency Producer: Riska Emeran
Marketing Director: Sumaya Davenhill
Brand Manager: Grayson Raynier