Experian gives BFF campaign a voice to tackle financial stress

Experian has relaunched its “Big Financial Friend” (BFF) campaign, adding a voice to the 12-foot-tall character to provide practical, relatable guidance for consumers under financial stress.

Actor Sam Richardson returns to bring deadpan wit and grounded advice, positioning BFF as a dependable companion through everyday money challenges.

The first new spot, Derby Buddies, places viewers in a chaotic demolition derby while a character stays calm, managing bills and budgeting with support from the Experian app. The campaign emphasizes how Experian’s tools help consumers regain control and make smarter financial decisions, even amid life’s distractions.

BFF offers clarity amid financial chaos

Dacy Yee, President, Experian Consumer Services: "Money has a way of pulling people out of the moment and taking over everything else. With this next chapter of BFF, we’re turning that noise into clarity—bringing personalized guidance to life so people can take control with confidence. It’s how we use our data and technology to deliver support that’s truly tailored to each person’s financial situation."

Steve Hartmann, Vice President of Marketing, Experian Consumer Services: "With Derby Buddies, we took the feeling of financial stress and turned it into full-on chaos. By placing BFF in the middle of that moment, we show how Experian helps people cut through the noise and stay in control through a character who’s approachable, reassuring and there with you every step of the way."

Sam Richardson: "I'm excited to be able to bring a sense of comedy and warmth to the BFF character. Giving him a voice helps makes it feel more relatable and supported."

Expanded rollout highlights everyday financial moments

Derby Buddies is the first release in a year-long creative series. Future spots will explore how financial stress impacts daily life and demonstrate how Experian’s suite of tools—including credit monitoring, personalized AI guidance, auto insurance shopping, and more—empowers consumers to feel confident and worry less.

The campaign will debut during March Madness and continue across the professional basketball playoffs on ABC and Amazon, Formula 1 coverage on AppleTV, and major streaming platforms.

www.experian.com

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