CIBC sets its sights on the ambitions of new parents

The latest group to get some guidance in the bank's new brand platform is young couples nervous about starting a family.

CIBC’s latest campaign is all about showing new parents how it can help them achieve their own, personal ambitions – all while still being responsible and setting aside the money they need for their child.

Created in collaboration with longtime agency partner Juniper Park\TBWA, this is the seventh campaign under the “Ambitions Made Real” brand platform, which launched last year alongside a major rebrand for the bank. Each of the spots has focused on a different group of people, be they entrepreneurs to those eager to treat themselves after a few lean pandemic years.

This time, the bank is focused young couples. One such couple is featured in a 30-second spot that serves as the heart of the campaign. They are preparing to welcome their first child, and slowly discover how it will change their lives – and, most notably, how they handle their money. In particular, the pair worry they might become “baby poor” and “boring” as a result of having to shift their financial priorities. The spot then introduces CIBC’s Smart Advice platform and the tools it offers, including a budget calculator that can help them plan their financial futures without having to give up all of the things that they love to do.

“The prospect of becoming parents is a huge, transitional time in life, and along with excitement and joy can often come feelings of daunting change and loss of self,” says Esther Benzie, VP of brand and advertising at 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 in the future with confidence.”

The campaign is a natural fit in CIBC’s “more human, more relateable” brand platform, says Paul Little, group CD at Juniper Park\TBWA.

“This campaign shows that real life is complicated; decisions have to be made and finding balance is important,” he explains. “CIBC understands this, and knows how to keep up with peoples’ lives, no matter what happens.”

The campaign has launched nationally and is running on TV with digital, social and digital radio buys in support. It will be in market until the end of the year. The spot was directed by Giovanni Messner and produced by Someplace Nice, with Alter Ego handling post production, Saints Editorial handling editing and music and sound design by Grayson Music Group. Mediacom handled the buy.