What If You Could?

LPL Financial LLC and Anna Kendrick once again ask “What If You Could?” in new work that spotlights “more” — and sometimes, overflowing with “more” — in a national integrated campaign envisioned by independent agency Zambezi, ”Cups”. Featuring culturally resonant creative across TV, digital, podcasts, print, and OOH, the new campaign extends the May 2025 launch of LPL’s new communication platform, “What If You Could?,” and its initial campaign, “Greener Grass,” which was LPL’s first endeavor to engage the consumer in its 36-year history.

Formed in 1989 as an accessible alternative to traditional Wall Street firms, LPL has focused on invigorating its brand within financial services, evolving its position as one of the most successful companies in wealth management. Today, LPL works with over 32,000 financial advisors, 1,100 financial institutions, and has approximately $2.3 trillion in brokerage and advisory assets under management on behalf of approximately 8 million Americans. Advisors said they wanted to see LPL as a more prominent brand in wealth management – “What If You Could?” does just that. The creative campaigns speak directly to consumers, emphasizing connection, trust, and possibility.

“Our partnership with Zambezi is more than a creative collaboration – it’s a strategic engine for growth,” said Christa Carone, Chief Marketing and Communications Officer at LPL Financial. “The success of the What If You Could? communication platform is both a response to our advisors’ needs and a deeply resonant brand story that delivers meaning and momentum. This next phase of the campaign further solidifies LPL’s leadership in the wealth management industry and continues to expand upon the potential of what financial advisors and their clients can do together.”

“In a category that often leans on performance metrics and charts, we wanted to lean into human desire,” said Gavin Lester, Partner + Chief Creative Officer at Zambezi. “This creative is a playful, visually saturated take on what it means to have ‘more’ on your own terms. Working with Anna Kendrick allows us to use humor and relatability to break through the noise, showing that LPL isn't just a financial choice, but a brand that understands the value of freedom and choice.”

The new advertisements will appear on ESPN on January 19, 2026, in key markets during the College Football Championship Game and the Australian Open. The campaign will also be featured in placements across Axios, Architectural Digest, Bloomberg, CNBC, Hulu, New York Times Magazine, Peacock, Uber, YouTube, WSJ, and iHeart and SiriusXM podcasts throughout the year. Media is led by Zambezi’s agency, Scale by Zambezi.