Now What?

Prudential Financial, Inc. (NYSE: PRU) is partnering with 19-year-old tennis player Ethan Quinn in a new advertisement directed by Reinaldo Marcus Green in partnership with creative agency McCann New York. The ad, which will premiere during the US Open Aug. 28-Sept. 10, showcases Ethan at a new stage in his life: Preparing for competition as a first-time professional and thinking about…retirement.

Ethan will utilize Prudential Stages for Retirement and Prudential’s team of financial advisors to let his money work for him as he builds his tennis career. Through the power of compound interest, the investment could be worth as much as $2.8 million – nearly the value of the grand prize at the US Open – when he is eligible for retirement.

“For young people, learning to invest early can change the direction of one’s life. Ethan is just 19 and in the midst of his “Now What?” moment. This is the moment where his financial life can change forever. And for the better. We look forward to sharing his story and showing others the value of investing in yourself,” said Shayne Millington, Co-Chief Creative Officer, McCann New York

“Ethan understands that the athletic training and hard work pays off in more than one way, and is partnering with us to invest a portion of his earnings and make it last,” said Susan Somersille Johnson, Prudential’s Chief Marketing Officer. “So, no matter what happens at the US Open – and throughout his professional career – Ethan will be ready. And we will be there to support him.”

This is important, says Prudential Financial Advisor and former NFL player Delvin Joyce. By planning now, Ethan can face his financial future with the same confidence he brings to the court.

“Earning a lot of money when young can create a false sense of security,” Joyce said. “Professional athletes are typically well compensated but are not taught how to manage their wealth. Ethan understands this, and wants to encourage young players to consider their financial future as their career begins, not when it is ending.”

Green, a former college athlete who directed such iconic films as Monsters and Men, Joe Bell, and King Richard, agrees and says his background in sports was one of the primary reasons he decided to sign on as director.

“Investing in the future is as important as investing in the game,” Green said. “If you don’t see it, you won’t spend it – and you can still have a great lifestyle with just a fraction of what you earn in a season. I hope this ad inspires people to find moments of inspiration every day and use those to plan for what’s to come.”

Throughout the ad are a variety of those inspiring moments: Ethan at center court of a large-scale stadium. Sitting on the sidelines. Walking down the tunnel. Preparing in the locker room. Near the end, he’s preparing for a serve, and hitting it across the net in what is now the exciting and defining moment of the rest of his life. The voice-over describes Ethan as an underdog, a long shot, a first timer. But it also describes him as ‘something that not too many people ever get to be. A professional.’

The ad is designed to encourage everyone at every age to seize ‘Now What?’ moments (the moments you realize your life has changed for the better) and take their financial future to the next level. This strategy will help Ethan prepare for any future in tennis and beyond.

Ethan’s ad with Prudential will air on ESPN, ABC, and the Tennis Channel for the duration of the tournament, including the men’s and women’s quarterfinals and semifinals and the women’s championship, and will be supported by a paid social media and digital campaign. The ad is in addition to a global campaign for Prudential’s global investment management division (PGIM) in partnership with Cam Norrie, the world’s #13 tennis player and the British #1. PGIM will be prominently featured on Cam’s shirt sleeve during the Australia Open, the French Open, the US Open and Wimbledon. Prudential and PGIM also will be featured on shirt sleeves for 40 matches at the US Open.

“This campaign makes sense for our brand because we have a long-standing commitment to create opportunities for those who have been historically excluded from the financial system – including student and professional athletes – and helping them create a blueprint for building personal and generational wealth,” Somersille Johnson said. “Financial planning is a must not only for professional athletes, but also star collegiate athletes who are now eligible for endorsements.”