Anna Kendrick Returns for Zambezi and LPL Financial
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.
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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.
CREDITS
Client: LPL Financial
CEO: Rich Steinmeier
Managing Director, Chief Marketing and Communications Officer: Christa Carone
SVP, Brand & Creative: Chava Ziff
VP, Brand: Edison Lee
Sr. Agile Marketing Consultant: Holly Bishop
Advertising Agency: Zambezi
CEO: Jean Freeman
Founder: Chris Raih
President: Laura Stayt
Chief Creative Officer: Gavin Lester
Associate Creative Director: Alexa Thomas
Associate Creative Director: Alayna Zideck
Senior Designer: Shelby Norman
Executive Producer: Jeri Low
Senior Producer: Faye Armstrong
Group Account Director: Alyssa Tigue
Account Director: Rachel Lynn
Account Supervisor: Angelina Nguyen
Head of Strategy: Matt Babazadeh
Strategy Director: Marisa Perazzelli
Associate Director, Project Manager: Lauren Northcott
Live Action Production
Production Co: RESET
Director: Tucker Bliss
Producer: Kristin Porter
Executive Producer: Jen Beitler
Director of Photography: Rodrigo Prieto
Production Designer: Quito Cooksey
Still Photography
Photographer: Dean Bradshaw
Social & BTS Capture
Production Co.: Cake Films
Camera OP: K.C. Lauf
Gaffer: Arthur Garcia
Sound Mixer: Juan Nunez
PA: Christopher Rosenblum
Teleprompter: McNulty Nielsen
Editorial
Editorial Co: Cabin Editorial
Editor: Talia Pasqua
Assistant Editor: Julie Levy
Senior Producer: Micayla Myles
VFX
1920 VFX
Creative Director: Bill McNamara
VFX Supervisors: Weronika Holak, Chrys Aldred
VFX Arts: Adam McHale, Alejandro Marzo, Loredana Gangemi, Taylor Webber, Karthikeyan Dhayalan, Matilda Craig, Rakesh Lad
DMP: Emilis Baltrusaitis, Winnie Choudhary
VFX Producer: Ross Culligan
Production Co-ordinator: Brooke Mowat
Color
Trafik
Colorist: Mark Gethin
Assistant Colorists: Jacob Suffern & Ali Soofi
Color Producer: Rebecca Boorsma
Head of Production: Angela Zappella
Creative Director: Benji Davidson
Sound
Audio Post House - Eleven
Sound Design - Jeff Payne
Mix - Jeff Payne
Executive Producers - Whitney Morris, Paula Arnett
Producer - Sean Kiely
Music
Music Production and Licensing: Mophonics
ECD/Partner, Mophonics: Steph Altman
Head of Production/Partner: Shelley Altman
Creative Producer/Partner: Kristoffer Roggemann
Song: 'Motivo Di Giorgia'
Written by: Alfredo Bongusto
Performed by: Fred Bongusto
Courtesy of: Bixio Music Group
