Prudential launched a new insurance product, which has several features. Instead of trying to cram all of this into one message, the brand smartly chose to break the campaign into multiple creative versions with each one containing a message about a different product feature. In addition to this, they created more than one version of different ads in order to understand which message resonates the best with their target audience.
Using multiple creative versions allows you to test and optimize your messaging and ad performance. This is a good strategy for every campaign. Versions to use (as permitted by brand guidelines): various messages, visuals, colors, call-to-actions and compositions.