Beware the pitfalls of a misspent youth! And we do mean misspent. Because there’s no time like the present to make financial plans for the future.

In a spot that broke on Christmas Day, NerdWallet stages a time-trippy musical set in 2074. That’s a half-century hence, when millennials and Gen Z will account for most of the elderly population.

“Future You” finds seniors bemoaning their monetary regrets. They advise their younger selves to take nothing for granted—and use NerdWallet’s tools and services, of course.

“Hey, it’s me, your future you,
You made some bad money moves…
Now we’re totally screwed!
Didn’t fund your IRA,
Thought NFTs were a better play.
Now you still work at 103,
Your boss hasn’t hit puberty.”

Sondheim it ain’t. But, we can always count on NerdWallet for something different.

Here, the quirky approach from Deutsch L.A. helps the message resonate as Jim Jenkins, a master of commercial comedy, directs with appealingly angsty style. Jury Duty’s Susan Berger and Community’s Patricia Belcher appear among the cast.

The work began running across NFL and NBA coverage, with lots more TV, digital and social outings planned.

Now, take it home, septua- and octogenarians!

“Never got a credit card with rewards,
Now we’ll never see the fjords.
All these places we’ll never go—
Here ISN’T us in Mexico!
Our life could have been very different—
But, hey! Thanks to you it isn’t.
 —Don’t make your future you hate you!”

The fact that some people find dealing with numbers scary, especially around investments, loans and insurance, doesn’t add up for the Count.

We’re speaking of the monocled Count Von Count, that numbers-obsessed, Dracula-style denizen of Sesame Street. He lends his cape, fangs and trademark capacity for calculations to ads for NerdWallet from Deutsch LA.

Using such characters holds some risks for marketers. They are iconic and beloved in a way that crosses generational and cultural barriers. They must never seem manipulative, unauthentic or pushy.

Here, the toothy one feels especially on brand. He’s all about digits, after all, and hails from a media property that helps folks increase their knowledge. And NerdWallet provides guidance and products to help smooth out customers’ finances. So, the matchup tallies.

“The brand’s willingness to engage in broader culture has enabled us to creatively stretch the normal boundaries of the category,” says agency CCO Ryan Lehr. “The economy has a lot of people scared about their personal finances. But by framing-up the conversation with Sesame Street’s Count Von Count, it becomes a little less daunting and a bit more fun.”

The :60 will run in cinemas, with edits appearing across TV, digital and social media.

Sink your teeth into some outtakes below:

 

 

 

 

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CREDITS

VP, Brand Marketing: Alison McGlone
Senior Director, Brand Creative: Rob Nikzad
Director, Content Strategy: Christina Cartal
Senior Manager, Brand Marketing: Erin Albertson
Art Director, Brand Creative: Chloe Dalby
Manager, Media Strategy:  Robert Shanahan
Manager, Content Strategy: Justin Sanders
Manager, Content Marketing: Briana Philippe
Senior Manager, Content Marketing: Drew Prescott

Agency: DEUTSCH LA

Creative:
Creative Director:  Max Pollak
Creative Director: Carly Blitz

Production:
Executive Producer: Megan Meloth
Senior Producer: Chris Schaldenbrand

Design:
Design Director: Talin Baharian
Associate Design Director: Karen Pham
Senior Designer: Taryn Oshiro-Wachi

Account:
Group Account Director: Adam Graves
Account Director: Demi Shemesh
Account Supervisor: Carol Carlos

Strategy:
Group Strategy Director: Amanda Shapiro
Strategy Director: Erin Schilissel

Mediahub
SVP, Group Media Director: Ben Abt
VP, Group Media Director: Jen Cahill
SVP, Group Media Director Video Investments: Lisa Benadi
VP, Director Video Investments: Doug Flynn

Business Affairs:
SVP, Director of Business Affairs: Gabriela Farias
Executive Business Affairs Manager: Dorn Reppert
Business Affairs Manager: Eve Traylor

Production: Caviar
Director: Jonathan Krisel
Executive Producer: Tova Dann
Executive Producer: Michael Sagol
Executive Producer: Kim Dellara
Head of Production: Cat Craven-Griffiths
Producer: BP Cooper
Director of Photography: Jeff Waldron
Production Designer: Sam Lisenco

Editorial: Exile
Managing Partner: CL Kumpata
EP: Jennifer Locke
HOP: Michael Miller
Sr. Producer: Taylor S. Rousseau
Editor: Grant Surmi
Cutting Assistant: Kyle Behrens
Assistant Editor: Hans Choi

Finishing/VFX: Shape & Light
Managing/Creative Director: Rob Trent
Lead Flame: Aaron Neitz
Motion Graphics: Wayland Vida
Flame Assist: Austin Lewis 
VFX Producer: Arielle Weir
Executive Producer: Cara Lehr

Color: Apache
Digital Intermediate Colorist: Quinn Alvarez
Color Assistant: Kevin Sian
Senior Producer: Christina Caldwell
Apache Head of Production: Stefanie Schaldenbrand
Apache Executive Producer: LaRue Anderson

Audio Mix: Lime Studios
Audio Mixer: Rohan Young
Audio Mixer: Matt Miller
Audio Assistant: Jeremy Nichols
Executive Producer: Susie Boyajan

Music House: Jeremy Turner Studios
Composer: Jeremy Turner Studio
Executive Producer: Skyler Courter
Music Editor: Owen O’Neill

Sesame Workshop
VP, Executive Producer: Sal Perez
Senior Producer: Autumn Zitani
SVP, Curriculum, Content: Rosemarie Truglio, PhD
Director of Content Operations: Emilie Bandy
Sr. Manager, Strategic Partnerships: Amanda Droll
VP of Strategic Partnerships :Jen Ahearn
VP of Marketing & Franchise Management: Sam Kennedy
VP of PR & Publicity: Beatrice Chow
VP, Branded Content: Victor Newman
Audience Development Strategy Director: Nathaniel Nagy
Sr. Counsel, Legal: Jane McGee

The Jim Henson Company
Wrangler: Michelle Hickey
Creative Supervisor :Jason Weber
Senior Production Manager: Melissa Creighton