Cannes Lions

We Can Help You Plan For That

TBWA\CHIAT\DAY LOS ANGELES / PRINCIPAL / 2019

Film
Film

Overview

Entries

Credits

Overview

Background

In a world where financial commercials paint unrealistic, rosy futures and pressure you into obtaining financial wellness, Principal tells realistic stories of relatable financial challenges faced by ordinary American families.

Dream Car shines as a relatable circumstance for many American families. Within the past few years, family structures have shifted due to growing financial pressures, and sometimes parenting responsibilities shift to grandparents as parents work more. From a retirement perspective, the pension system is phasing out and Americans do not feel they can depend on government Social Security, so they are increasingly dependent on the money invested throughout their career to fund their retirement dreams.

Dream Car follows Miguel, whose retirement plans change when his granddaughter moves in. Our emotional storytelling technique taps into a raw human insight: dreams change as your family changes. Dream Car not only captures the essence of family, but the benefit of financial planning.

Execution

“Dream Car” is the story of Miguel, a retired grandfather who after years of financial planning finally has the opportunity to purchase his dream car. Miguel is thrown a curve ball when his granddaughter moves in with him, putting him in the position of caring for his child’s child. Though it wasn’t what he planned for, Miguel and his granddaughter grow close over time. Her happiness becomes his own and what he once dreamed for changes.