Cannes Lions

Rebellion

TBWA\CHIAT\DAY LOS ANGELES / PRINCIPAL FINANCIAL GROUP / 2018

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After a young father passes away, we follow his devastated wife and sons as they adjust to life without him. Zack, the teenager, overhears his distraught mom saying she’s worried about taking care of the house and boys, and from that point on, he withdraws from his family. Sneaking out at night, oversleeping every morning, and biking through town at all hours, his mom becomes increasingly concerned. When she receives the life insurance check, her momentary relief is overshadowed by mounting worry for Zack. She finally confronts him as he tries to sneak in again late at night, expecting the worst. Instead, Zack hands her a check of his own, and tells her that he secretly got a job to help pay for the house. Shocked, but proud, his mom tearfully lets him know that he didn’t have to—because his dad took care of them with his life insurance.

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