Kyle Risdahl

Marketplace's Daniel Ackerman has more on this modern Pepsi challenge.

Continuing with a theme here, don't look now, but the biggest advertising weekend of the year is straight ahead.

A live event, double whammy.

The Winter Olympics start tomorrow.

Curling's up first, if you're curious.

Underrated, if you ask me.

The opening ceremony's on Friday, then the Super Bowl on Sunday, both as it happens on NBC.

The network gets a chance to make back the zillions of dollars spent on the broadcast rights.

Brands get a huge marketing opportunity as they try to move product and services at a tricky time economically and politically.

Marketplace's Kristen Schwab has more now on the tone and tenor of ads in this day and age.

We'll be right back.

It's a well-trod statistic, but it fits here that according to the Federal Reserve, fully a third of adults in this economy say they could not cover a $400 emergency expense using cash.

One of the groups trying to solve that problem or ameliorate it as best they can is a nonprofit called Canary.

Rachel Schneider is the founder and CEO.

Welcome to the program.

For those uninitiated among us, what is Canary?

What does it do and how does it work?

There are companies, though, that do have these funds set up that kind of do what you do, right?

Absolutely.

We should say here, I should say here, full disclosure, that we've had you on the program before.