• by Tanya Gazdik , August 27, 2023

Prudential Financial is highlighting why it’s never too early to start thinking about retirement.

The company is partnering with 19-year-old Ethan Quinn for an effort that shows the new tennis pro as he makes his debut at this year’s U.S. Open.

A 30-second spot from McCann New York features a variety of inspiring moments: Quinn preparing in the locker room, walking down the tunnel and finally at center court of a large-scale stadium.

The voiceover describes Quinn 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 the latest in Prudential’s ‘Now What?’ brand campaign and premieres on national TV at the same time as the tournament, Aug. 28-Sept. 10. 

The spot is directed by Reinaldo Marcus Green, who directed “King Richard,” the biographic sports drama that focused on the the early life of tennis icons Serena and Venus Williams and their coach/father Richard Williams. 

Green, a former college athlete, says his background in sports was one of the primary reasons he decided to sign on as director of the ad, adding that he wished he’d understood the importance of saving when he first starting out.

Quinn is partnering with Prudential Financial to invest a portion of his earnings and make it last.  He will work with Prudential’s team of financial advisors to use Prudential Stages for Retirement as he builds his tennis career. 

Through the power of compound interest, the investment could be worth as much as $2.6 million -- nearly the value of the grand prize at the U.S. Open -- when Ethan is eligible for retirement.

“Ethan understands that the training and hard work pays off in more than one way, and is partnering with Prudential to inspire others to seize the moments when life goes right to plan for a better financial future,” said Susan Somersille Johnson, Prudential CMO in a release.

By planning now, Quinn can face his financial future with the same confidence he brings to the court, says Prudential financial advisor and former professional football player Delvin Joyce. 

“Earning a lot of money when young can create a false sense of security,” Joyce said in a release. “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.”

The effort includes paid digital and social media.

McCann used a behavioral economics insight that underscores the power of hope to inspire action. ‘Now What?’ taps into hope to encourage consumers to learn from and build on new life experiences they are having, for instance by engaging in financial planning.

“For young people, learning to invest early can change the direction of one’s life," says Shayne Millington, co-chief creative officer, McCann New York. "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.” 

It is in addition to a global campaign for Prudential’s global investment management division in partnership with another tennis pro, Cam Norrie.

The division will be featured on the British player’s shirt sleeve when he competes in the Australian Open, the French Open, the U.S. Open and Wimbledon.