CIBC smart advice campaign reminds new parents they can still be themselves

The campaign shows audiences how CIBC Smart Advice helps them do the things they love now, while still saving for the future


Juniper Park\TBWA
Full Service
Toronto, Canada
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Today, CIBC launches an endearing campaign that tells a relatable story of the financial and personal trade-offs that can come with being a new parent. The campaign, which demonstrates how the tools and resources available through CIBC Smart Advice can help clients enjoy today while still planning for tomorrow, was created in collaboration with creative agency Juniper Park\TBWA.

This is the seventh campaign launched as part of CIBC’s “Ambitions Made Real” brand platform, which showcases unvarnished, human stories that demonstrate the various ways the bank helps to make its clients’ ambitions a reality.

The story follows a young couple as they prepare to welcome their first child and recognize just how much things are going to change. While there’s naturally happiness and excitement, the couple recognize that they will be moving from being independent young people to becoming a mom and dad. This new life phase also comes with financial compromises, and the couple wonders whether they’re about to become “baby poor and boring”. However, with the help of CIBC Smart Advice and tools like its budget calculator, they realize that they don’t have to give up all the things they love now to plan their financial future. This message is further reflected in the giant CIBC logo behind them, which acts as a metaphorical symbol of the help CIBC provides in achieving the couple’s ambitions.

“The prospect of becoming parents is a huge transitional time in life, and along with the excitement and joy can often come feelings of daunting change and loss of self,” said Esther Benzie, Vice President, Brand & Advertising, CIBC. “With this spot, CIBC is recognizing that while life events often mean having to reassess your finances, our clients can rely on Smart Advice to help them prepare and navigate their finances today as well as their finances in the future with confidence.”

The campaign captures the reality that many people face: life moves fast, and when it comes to our finances, it’s easy to become reactive instead of proactive, making it a challenge to prioritize long-term financial goals. However, with CIBC Smart Advice, clients have all the tools and tips they need to continue planning for the future, without missing out on what they love doing today: like maintaining their pre-baby hobbies while also being a parent.

“Banks typically shy away from the real-life challenges that people face with their finances,” says Paul Little, Group Creative Director, Juniper Park\TBWA. "In line with CIBC's more human, more relatable brand platform, this campaign shows that real life is complicated; decisions have to be made and finding balance is important. CIBC understands this, and knows how to keep up with people’s lives, no matter what happens."

The campaign launches nationally today across TV, with Digital, Social, and Digital Radio to follow, and will be in market until the end of the calendar year. The campaign was directed by Giovanni Messner and produced by Someplace Nice. Post-production was handled by Alter Ego, editing by Saints Editorial, music and sound design by Grayson Music Group, and media was handled by MediaCom.

You can view the spot here. 

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