The drive, created by integrated agency Tequila, addresses what it claims is the primary motivator for those considering equity release: to allow them to spend a more comfortable retirement without having to leave the homes that they love.
The campaign launches on Sunday and runs until the end of the year with press ads in broadsheet and tabloid newspapers driving consumers to Prudential's .
The ads, which are targeting people who are either in or approaching retirement, show emotive symbols of attachment to the home that most people can identify with along with copy expanding on the basic story.
One ad uses the symbol of a swing, which is painted into a picture of a garden in the same red brush strokes used in Prudential's logo, with the copy: "We've got great plans for the garden in our retirement. Move? Not a chance."
A long copy advertorial will support the message alongside ongoing direct response activity.
The ads follow on from Prudential's 'Retirement has more potential with Prudential' campaign, which launched in October last year using the lifetime mortgage products to demonstrate the message.
Colin Woodcock, head of branding at Prudential, said: "Our Lifetime Mortgage is a market-leading product. Tequila's creative work has been exceptional - distinctively reflecting our audience's attachment to their homes and what they represent.
Allan Fraser-Rush, managing director of Tequila, said: "We went to Prudential with a campaign we felt would fit with their clients' needs as well as the demands of the market. Retirement is always on the public agenda and our campaign really highlights the value of Prudential's offering."