Oct. 16, 2009 (Business Wire) -- Prudential Financial, Inc. (NYSE:PRU) announced today that it is launching a major advertising campaign highlighting the company’s solutions for businesses facing a variety of challenges in the post-financial crisis environment. The multimillion dollar advertising campaign centers around Prudential answering an “SOS” call from corporations looking for a partner with the financial strength and solutions for their retirement plans, asset management and group life insurance needs.

“Companies are looking for help to address the unprecedented challenges they face as a result of the financial crisis, the continuing difficult economic environment and long-term business trends,” said Bernard Winograd, Chief Operating Officer, U.S. Businesses. “This campaign focuses on the solutions Prudential is uniquely positioned to provide to help companies address the challenges and risks they face.”

The Morse code “SOS”-themed campaign will launch on Oct. 18 with a full page ad in The New York Times. The print ads use a graphic representation of SOS in Morse code in front of business leaders looking for help. “Who can help rescue our 401(k) plans?,” “Who can steer us through uncertain markets?,” and “Who can save us from the risks of disability?,” the ads ask. The response: “Who? Pru.”

National television ads will start on Oct. 25. One of the ads depicts skyscrapers sending out the Morse code signal for “SOS” with flashing window lights. The campaign will also include Internet advertising, airport dioramas, elevator advertisements and Prudential’s electronic billboard at Times Square. The ads build on the company’s “Who? Pru” advertising campaign, which has been running through the year.

"Prudential is an ideal partner for many companies right now because of the unique perspective we offer, combined with our proven strength and stability," said Tom Burke, Vice President of Advertising at Prudential. "Our new campaign is a reflection of what is already happening in the market. Companies are seeking us out, looking to our institutional businesses for new solutions."

Prudential Financial, Inc. (NYSE: PRU) a financial services leader with approximately $580 billion of assets under management as of June 30, 2009, has operations in the United States, Asia, Europe, and Latin America. Leveraging its heritage of life insurance and asset management expertise, Prudential is focused on helping approximately 50 million individual and institutional customers grow and protect their wealth. The company’s well-known Rock symbol is an icon of strength, stability, expertise and innovation that has stood the test of time. Prudential's businesses offer a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds, investment management, and real estate services. For more information, please visit http://www.news.prudential.com/.