Edward Jones rolled out two new TV spots starring actor and certified American heartthrob Milo Ventimiglia (This is Us), during the Big 12 Championship Game last Saturday. The 30-second spots, titled “Sports” and “Life,” follow Ventimiglia as a financial advisor, football coach, and dad, asking a question at the heart of the brand’s new platform: What does being rich really mean?
“Financial fulfillment looks different for everyone. It’s deeply personal,” said Hema Widhani, Principal and Chief Brand, Experience and Marketing Officer at Edward Jones. “This partnership with the Big 12 allows us to celebrate those moments while making a meaningful impact in the communities we serve, far beyond the field.”
Ventimiglia’s campaign weaves these themes together, grounding Edward Jones’ message in small but powerful moments: time with family, community connection, and friendships that matter. The intent is to shift the narrative from “rich equals money” to “rich equals meaning.” Watch below:
Beyond the made-for-TV storytelling, Edward Jones is leveraging the partnership to drive real community impact. The centerpiece is the Big 12 Championship Drive Against Hunger, a $250,000 commitment aimed at reducing food insecurity across the conference’s 16 markets.
Key activations include:
• Fan participation with impact: At the AT&T Stadium Fan Zone, game attendees will pack Lovepacs holiday meal boxes benefiting more than 100 families in North Texas.
• $12,000 donations to food banks in each of the 16 Big 12 communities.
• Social amplification: Edward Jones will donate $1 per fan share of campaign content (up to $50,000) to Lovepacs.
• Student-athlete volunteerism: Big 12 athletes and staff will spend the holiday season serving at local food banks.
The partnership also supports long-term economic inclusion:
• Financial Futures Pilot Program: Thirty students from Sam Houston High School will participate in a curriculum-built financial literacy program, with opportunities to earn up to $15,000 each in 529 education savings plans.
• Big 12 Career Tour: Edward Jones associates will host panels and mentorship sessions to introduce student athletes to opportunities in wealth management and finance.
• Next Play Challenge: Two students will compete at halftime for a $10,000 Edward Jones scholarship.
Edward Jones’ “Let’s Find Your Rich” campaign positions fulfillment as something deeply personal, family moments, shared traditions, opportunities created, legacies built, rather than just dollars in an account.
The spots will air throughout the season across broadcast, digital, social, and sports programming.
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