Don’t be fooled by his offbeat humor and magnificence. Comedy musician “Bizarre Al” Yankovic has had a permanent profession spanning over 40 years, topping the charts, profitable Grammy Awards, and incomes a star on the Hollywood Stroll of Fame.

Like many others, Bizarre Al has a reputation and legacy to guard, which makes him the best—if sudden—alternative because the spokesman for monetary companies large Prudential. The comedy icon makes a shock look in a brand new advert by McCann, marking the following chapter of Prudential’s model platform “Defend Your Life’s Work.” 

Launching Aug. 24 in the course of the US Open, the marketing campaign conveys a easy message: When you’ve got a reputation—even when it’s Bizarre Al—you may have a life’s work value defending. 

Set to a brand new model of Paul Simon’s 1986 music “You Can Name Me Al,” the advert options folks named Al from all walks of life, together with a brand new dad, a retiree, a small enterprise proprietor, and a sports activities fan. Every has one thing private and significant to guard.

Further spots spotlight folks named Ellie, Sarah, and Phil, who’re navigating totally different life milestones and challenges from parenthood to retirement. 

Their tales characterize Prudential’s supply to assist folks safeguard all features of their lives. Since unveiling the “Defend Your Life’s Work” platform final 12 months, which targeted totally on retirement, the model is increasing its focus to embody different companies like life insurance coverage, office advantages, and monetary steerage. 

With this installment, Prudential needed to take a extra human and relatable method to monetary promoting. 

“That’s why we partnered with Bizarre Al. His profession is the proper instance of constructing a novel life’s work—sudden, inspiring, and sure, a little bit bizarre. The purpose is, everybody’s journey is totally different, however everybody has one thing value defending,” Prudential chief model officer Richard Parkinson informed ADWEEK.

The marketing campaign additionally steers away from the tropes of different insurance coverage adverts equivalent to “scare ways that don’t resonate, or inventory photographs of retirees in Adirondack chairs that don’t really feel actual,” based on Parkinson.