Principal Financial Group Shows the True Value of Money in Sentimental New Spot

Principal Financial Group, a leading financial services company, is launching its newest creative platform and campaign, 'For All It’s Worth'. Money isn’t just a goal - it’s an enabler to the things in life that are worth the most to people. And what matters at the end of the days isn’t the same for everyone.

The creative dives into a breadth of customers from all walks of life, in all stages of life and finds the human, emotional benefit that comes from wealth, whether you have a lot of it or just starting out. Principal is dedicated to ensuring every person and business has the access, opportunity, and tools that enable them to live life in the ways that are worth the most to them.

The campaign was created in partnership with creative agency of record TBWA\Chiat\Day LA and was directed by Diego Contreras.

This campaign marks the sharpening of the Principal brand promise and the beginning of more content and actions directed at helping people and businesses feel and become more financially confident, no matter where they are in their journey.

Jason Karley, group creative director, TBWA\Chiat\Day LA, said: “Lots of financial brands can help you build wealth. But what sets Principal apart is their understanding and focus on worth as well. Wealth and worth aren't the same, but they’re intrinsically linked. The stories we're telling begin with the obvious differences between the two, then gradually show the more nuanced relationship and overlap between them. How these two elements collide and build on each other to make up the moments in our lives we cherish and remember, whether you've already established one, both or are just starting out in life.”

“Principal believes feeling secure is a foundation for a life well lived." added Beth Wood, chief marketing officer, Principal Financial Group. "We’re here to help more people and businesses with access to the solutions and guidance needed to build wealth and enjoy the people and moments that make life worth living.”