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CIBC breaks Smart Advice campaign

Toronto-based CIBC has begun a new advertising campaign promoting its CIBC Smart Advice service. Developed by Juniper Park TBWA, the campaign focuses on “the financial and personal trade-offs that can come with being a new parent.” It is intended to highlight how the service can help clients plan for their financial future. The national campaign includes television commercials, digital ads, social media content and digital radio ads. It will run until the end of the year. Media work is being handled by MediaCom.

“Banks typically shy away from the real-life challenges that people face with their finances,” said Paul Little, group creative director at 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.”

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