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Publicis in Mid America takes an over-the-top approach in new TV spots to show how happy workers are to have retirement plans set up by Principal Financial.
Two 30-second spots that broke over the weekend continue the Des Moines, Iowa, company’s tag, “We understand what you’re working for.” It’s the second round of spots from the Chicago shop since it picked up Principal’s $25 million account last year. Publicis’ first commercials bowed in September 2000.
A spot called “Celebrate” shows workers’ enthusiasm over their 401(k) leading them to act like fans at a sporting event—doing the wave, jumping up and down, and diving into cubicles like sports figures into the arms of spectators.
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