Annuities can take some explaining. An assist doesn’t. With Caitlin Clark, we had a way to connect the two.

“The Ultimate Assist” made her gift for helping teammates succeed the central metaphor for Gainbridge. Then we pushed her obsession with assisting well beyond the court. The humor gave Caitlin room to be Caitlin, while keeping the financial product at the heart of the story. Her talent did all the heavy lifting.