Experian wants to be more than just your credit score overlord. It wants to be your emotionally supportive, financially literate best friend. And to make that vision a little more relatable—and a lot more 6’5”—the company has cast Sam Richardson as its new spokesperson in a campaign that asks, “What if Experian were an actual person who followed you around, helped you make responsible decisions, and looked like a lovable giant from a sitcom multiverse?”

The answer, apparently, is: it’d be pretty charming.

In Experian’s new national campaign, Richardson takes on the role of a “Big Financial Friend” (or “BFF,” for branding symmetry) and the results are exactly what you’d expect from the guy who was scene-stealing his way through Veep and Ted Lasso. Picture this: your finances are a rollercoaster of anxiety, debt, and vague retirement plans—and then Sam Richardson shows up in khakis and a calming tone to tell you everything’s going to be okay because Experian has tools.

The spots are part comedy sketch, part emotional support animal, and part financial literacy PSA. In the premiere ad, Richardson appears literally larger-than-life, hovering beside a young woman as she navigates big-ticket life moments like buying a car, applying for a mortgage, or peeking nervously at her credit score like it’s a haunted house mirror.

But it’s more than just friendly vibes. The campaign is Experian’s full rebrand moment—from being “the place where you check your FICO” to “the platform that helps you understand and build your financial life.” The rollout is massive: playoff primetime slots on ESPN and ABC, integrations with Netflix and Roku, and presumably, more BFF wisdom to come as the campaign runs through the year.

In other words, Experian isn’t just softening its image—it’s casting someone who makes you feel like your student loan debt might actually hug you back. And honestly? That’s a pretty savvy credit move.