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.
CreditsClient 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.
Top Spot of the Week: Honda, RPA, Director Rupert Sanders Share “Unstoppable Dreams,” An Inspiring Reverse Poem
This inspiring Honda spot--directed by Rupert Sanders of MJZ for agency RPA--is the centerpiece of the “Unstoppable Dreams” campaign which brings to life the brand’s “Challenging Spirit” and the idea that resounding success is often the result of failures. The :60 follows the distinctive journeys of competitors with strong ties to Honda as they pursued their racing ambitions, including the late F1 racing legend Ayrton Senna and current FIA Formula 1® World Champion Max Verstappen.
The cinematic spot deploys an engaging reverse poem format, so what begins as a disheartening story about failure and giving up reverses course to showcase how personal setbacks can serve as the greatest teacher and catalyst to achieve big dreams.
The “Unstoppable Dreams” film features iconic Honda race machines including the 1992 Formula 1® winning McLaren Honda MP4/7A driven by Senna and the FIA Formula 1® championship 2021 Red Bull Racing Honda RB16B driven by Verstappen, as well as exciting forthcoming products including the Honda hybrid-electric Prelude Concept and the Honda eVTOL (electric vertical take-off and landing aircraft). The “Unstoppable Dreams” tells a story about how the starting point of achieving success is how one responds to failure.
“Unstoppable Dreams” made its TV debut earlier this week on NBC’s Sunday Night Football and will continue to air during NFL and college football games, and the opening night of the 2024-25 NBA season. The campaign also will be featured on the big screen this fall, at theaters across America during major movie premiere releases, and on Netflix’s ad-supported plan in the U.S., for the highly anticipated series Senna.
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