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Getting ready to enjoy the ride

By Jennie L. Phipps · Bankrate.com
Thursday, December 22, 2011
Posted: 6 am ET

So much of the promotion and advertising surrounding retirement focuses on scaring baby boomers straight, persuading them that they need to save money and buy insurance -- or else. It's a constant barrage of negativity.

That's why Prudential Financial's new ad campaign -- on TV, on billboards and online -- is so appealing. Prudential's retirement planning campaign focuses on a series of photos and videos of people on their first day of retirement, a day full of promise. Prudential emphasizes that, for the average retiree, retirement could be 6,000 days -- and it all starts with Day One.

The people who are the stars of this show have been culled from the more than 1,000 people who responded to Prudential's request to take a picture of themselves on their first day of retirement. Prudential suggested that they consider starting the day with a picture of the sunrise, and many of the participants liked that concept and complied.

Prudential incorporated these pictures into a collage that forms the background for a variety of advertising, including videos of the first full day of retirement of five of the participants. The people come from five very different backgrounds, but all of their stories are bittersweet, compelling, and, as Colin McConnell, vice president of advertising for
Prudential says, "Almost everyone sees a lot of themselves in at least one of these stories."

Take a few minutes to watch one or more of these touching videos. If you have doubts about retiring, these stories will reassure you: You don't have to be rich to retire and embark on a long, secure and comfortable ride. But smart planning and careful investment helps.

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