Publicis does Principal ads - small slices of reality.

Peter Nicholson chief creative officer at Publicis (NYC) joined them after leaving Goodby Silverstein and Partners last May, he felt that Publicis was "strong on TV but light on print" and immediately set out to change that.

Now they have done a campaign for Principal Financial Group, a supplier of employee benefits. James Smolka shot the ads, which use mostly found, real-life scenarios.

"why is Sunday sometimes Monday?"

"why do we work?"

"In this category, we're trying to separate ourselves by being honest and real, whereas a lot of companies show a candy-coated world most Americans don't see," said art and creative director Tom Godici.

"why do we work?"

"Smolka has an amazing ability to take the boring, mundane things we all take for granted and make it emotional and powerful, which can be difficult for a photographer." says Peter Nicholson, chief creative officer at Publicis.