Prudential Financial on Oct. 18 launched its “Morse Code SOS” advertising campaign touting the 401(k) administration and healthcare insurance services it offers U.S. companies.

The print ads show Prudential answering SOS calls from companies looking for help with their retirement plans, asset management and group life insurance needs. The headline copy on the ads ask, “Who can help rescue our 401(k) plans? Who can steer us through uncertain markets? Who can save us from the risks of disability? Who? Pru.”

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