Principal Financial shows how wealth can be emotionally fulfilling

The spot by TBWA\Chiat\Day LA features moments that make life worth living.

Principal Financial wants people to feel more financially confident by recognizing the difference between wealth and worth. The spot features people at various stages of life making memories both big and small. One woman leases a dance studio, but finds her real worth while watching her students dance. A young boy counts up his saved up coins with his grandfather, and later purchases a bike so the pair can ride together. "Wealth is important, but it’s what you do with it, the memories you make, the families you create, the worlds you change, that make life worth living," the voiceover says.