This “For All It’s Worth” :90 created by TBWAChiatDay LA for Principal Financial bucks the ad norm in the financial services category which typically focuses on achievement/numbers and the end goal. Instead this campaign differentiates wealth from worth–the worth of family, the emotional benefit that financial savvy can bring whether you already have wealth or are just starting out. 

Directed by Diego Contreras of RESET Content, the spot also brings a much needed shot of optimism to the marketplace, underscoring a brand promise to help people/businesses feel and become more financially confident. 

Credits

Client Principal Financial Agency TBWAChiatDay LA Jason Karley, group creative director; Ryan Buckley, sr. art director; Mark Winters, sr. copywriter; Liz Cartwright, creative director; Garrison Askew, sr. producer; Jessie Glenn, production coordinator; John Hickman, group strategy director; Jesse Unger, strategy director; Patrick Cooper, sr. strategist. Production RESET Content Diego Contreras, director; Deannie O’Neil, exec producer; Darrin Ball, line producer. Editorial Cabin Editorial Isaac Chen, editor; Brian Meagher, Matt Simmons, assistant editors; Mary Stasilli, producer. Color a52 Daniel de Vue, sr. colorist; Jenny Bright, producer. Post/VFX Shape+Light Cara Lehr, exec producer; Rob Trent, creative director; Bethan Thomas, Crystal Rossman, producers; Miles Kinghorn, lead Flame artist; Mandy Sorenson, Paul Heagney, support Flame. Post/Animation Alex Hicks, motion graphics designer. Music KOM Philip Kay, composer; Andy Oskwarek, producer. Audio Post Lime Studios Joel Waters, mixer; Susie Boyajan, exec producer; Collin Thomas, assistant mixer.

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