THE BETA BABY BONUS

PRUDENTIAL

On January 1, 2025, Prudential introduced the Beta Generation by giving every baby born that day $150 to put toward retirement, kicking off a 360° campaign.

Campaign launch spot

Beta Baby parents on their child's future

Chairman's address at the Rose Bowl

Times Square billboard

ECD: Larry Platt & Danny Rodriguez
GCD: Brad Soulas & Kristine Baker
CD: Nick Ciomperlik & Camilla Ciappina
CW: Sam Weiss
Dir. Chris Smith, SMUGGLER