Anna Kendrick Asks 'What If You Could?' in LPL Financial’s First National Push

Wealth management firm LPL Financial has partnered with actress Anna Kendrick to introduce a new nationwide campaign anchored by the question, “What if you could?”

Made with Los Angeles-based ad agency Zambezi, the campaign serves as LPL’s first-ever direct-to-consumer effort, marked by a 60-second TV spot starring the "Pitch Perfect" star.

Here, she pulls an enormous swath of green grass through a bustling city, using her signature wit to pose a series of open-ended, future-facing questions.

 

 

 

 

 

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Her delivery keeps the ad grounded even as the visuals veer into the surreal.

“For a company that operates in service of helping people realise their dreams, we believe the only question really should be, ‘What if you could?’” said Christa Carone, chief marketing and communications officer at LPL Financial.

"It’s through this innovative spirit that LPL is taking ownership of its market position, amplifying our brand presence to align with the firm’s growing scale and success."

Zambezi, LPL’s newly appointed creative and media agency of record, took that ambition and stretched it into a visual metaphor.

"'The grass is always greener on the other side' might be a well-known cliché, but we refreshed the metaphor by pushing it to preposterous lengths," shared Zambezi CCO Gavin Lester.

"In doing so, we gave the sentiment new life, demonstrating that even a well-worn metaphor can be reborn.”

The result is equal parts whimsical and cinematic, making LPL an unexpected voice in a traditionally reserved category.

Grass and Grit

The commercial was directed by Tucker Bliss and shot by Rodrigo Prieto (of “The Wolf of Wall Street” and “Argo” fame).

It uses a mix of puppetry and visual effects to bring Kendrick’s oversized patch of grass to life.

The ad starts with the actress dragging the gigantic patch across the road while asking viewers: "What if you could have more open roads?"

The rest of the spot sees Kendrick asking similar hypotheticals, encouraging viewers to envision their goals, success, and their dreams for the future. 

It culminates in Kendrick covering almost the entire city with the green terrain, driving the point that the grass is greener with LPL on your side. 

The campaign kicks off during the PGA Championship and will roll out across a wide media mix: CNBC and local cable, national digital, audio, social, out-of-home, print, and search.

It also includes high-profile podcast integrations with Fast Company, Axios, and Vox, as well as homepage takeovers on WSJ, Forbes, and Fast Company.

I think it’s smart for even buttoned-up industries to invest in a stronger brand identity, which is why LPL's latest campaign serves as its most ambitious one yet. 

It's in these efforts where creative agencies like Zambezi really shine, turning complex offerings into something human, memorable, and real.

Meanwhile, Nescafé recently tapped Zach King to be its new ambassador and the star of a series of spots.