A poignant pro-life message from an unexpected source in a recent television commercial has grabbed big attention.
The one-minute “Graduation” spot from Principal Financial Group shows how an unexpected pregnancy doesn’t have to mean life isn’t worth living. It is moving and effective, and has more than a 1.5 million YouTube views.
The ad chronicles the story of a young couple that meets, start a relationship, become unexpectedly pregnant, and then make life changes to keep their baby. It quite successfully captures the struggles and joys of parenthood and life in 60 seconds.
A key component is the child’s father forgoing school to support the family. The commercial ends with a touching payoff for the viewer.
“Life doesn’t always go according to plan,” Principal’s ad states at the end. “We can help you plan for that.”
Incorporating a pro-life message in its marketing strategy isn’t hurting the global financial investment management company’s stock returns, Media Research Center’s NewsBusters pointed out in a recent article.
MRC links to a NASDAQ report on Des Moines, Iowa-based Principal shares having just under a 60 percent gain in the last year.
This isn’t the first time Principal has employed a pro-life message in its advertising.
Another Principal commercial released last year was titled “Adoption” and took a similar approach. That ad had also topped one million views.