The plan allows homeowners aged over 60 to unlock some of the value in their home without the need to move.
The ad is due to break in early August on national, satellite and cable channels and encourages this age group and their children to find out more about the product via the phone and the internet.
Tequila's creative approach is designed to address the obstacle for the older generation who may want to go for equity release but are worried that their children will think their inheritance will be wasted, whereas in some cases the children are happy for their parent or parents to do it.
In the ad, a middle-aged man talks to the viewer from inside his elderly mother's home, relating how she was talking to him one day about how it was strange how far property prices have gone up though it wasn't benefiting her, and goes on to explain what she got out of Prudential's product.
The twist at the end is his mother is now on holiday and has left him housesitting her poodle for three weeks, to his chagrin.
Prudential is a member of Safe Home Income Plans (SHIP) and adheres to its code of practice.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .