Prudential Insurance Company of America: Piece Of The Rock campaign
Chris AmorosinoOverview
Can a company run one advertising campaign for a hundred years? In some ways the Prudential Insurance Company of America has done just that. In 1896, the J. Walter Thompson agency designed Prudential's Rock of Gibraltar logo. Since then the company's advertising has used variations on the theme "Prudential has the strength of Gibraltar."
The phrase "Piece of the Rock" appeared in Prudential's advertising at least as early as 1962. In September 1970, the Ted Bates agency launched a series of ads using the theme that ran...