A new celebrity-centered ad campaign from Wealthsimple, playing off of the idea that Canadians’ money should be working for them, launched on Sunday, featuring Canadian actor Martin Short.

The spot features Short phoning in an ad spot for Wealthsimple, misreading the company’s “your money should work harder than you do” slogan. The campaign was led by CMO Rubina Singh, who joined Wealthsimple earlier this year. Amid the country’s affordability crisis, the campaign draws upon the current financial instability many Canadians are feeling, Singh says.

“Canadians are working harder than ever and finding it ridiculous that earning a consistent, healthy paycheque isn’t enough to feel financially secure anymore,” Singh tells strategy.

The campaign first aired during the Canadian Football League’s championship game, the Grey Cup, which was played on Sunday Nov. 19 in Short’s hometown of Hamilton, Ontario. It’s the latest ad from the online investment management service that features a celebrity, after past collaborations with Succession star Nicholas Braun, drag queen Tynomi Banks and WNBA player Skylar Diggins-Smith.

“When our team began thinking about who would be the right voice to represent this campaign, we knew we needed someone who would resonate with the wide breadth of Canadians we serve,” Singh tells strategy about the campaign, which is the first Wealthsimple ad campaign to come to market in more than a year-and-a-half. “And we wanted someone who could offer a bit of levity to those who may be feeling overwhelmed by their finances.”

Short and his team worked closely with Wealthsimple’s in-house creative team and advertising agency Preacher on the campaign’s concept and scripting.