FOR ALL IT’S WORTH
PRINCIPAL FINANCIAL GROUP
THIS IS WORTH.
PFG had a challenge. Everybody in retirement and insurance was focused on features and fees, making it hard to stand out. So, we developed a new brand platform that rose above the noise by doing the unexpected: telling the world that wealth doesn’t matter — if you don’t have something worth spending it on.
We’re not going to lie, we had to drag Michael along on this one. He just kept saying, “Call me when you’re a billionaire. Call me when you’re a billionaire.” We told him most people who would see our ads weren’t billionaires, and he would just say, “Exactly,” in this very definitive tone.
TAKE A MOMENT
Would we really be creatives if we didn’t have a COVID spot? In the thick of lockdown, fully remote, we wrote and produced a commercial built entirely of stock and UGC that somehow managed to avoid mentioning ‘uncertain times’ even once.