College basketball coaches are experts in a lot of things – but not everything. That’s where Principal Financial comes in to round out their expertise. Coaching takes a wide variety of skills, but it’s impossible to be an expert in every domain. In our content, we highlight Coach Ivey’s many fields of expertise as well as the things she is um, not quite an expert in. We narrated the spot in the same tone as Principal’s existing creative campaign, leaning into literally the same voice and tapping into the equity of that campaign with a humorous payoff in an unexpected way.