Anna Kendrick lugs an impressive load of turf through a cityscape as a metaphor for the greener grass available to LPL Financial investors in agency Zambezi’s first work for the brand—LPL’s first integrated campaign ever to target consumers directly.

Along the way, the actress asks a series of questions beginning with “What if you could…” to emphasize the range and flexibility of the company’s offerings—helping people realize their dreams.

“We’re stepping into the spotlight to embrace the same ambition of our founders,” said Christa Carone, chief marketing and communications officer at LPL Financial. “For a company that operates in service of helping people realize their dreams, we believe the only question really should be, ‘What if you could?’ It’s through this innovative spirit that LPL is taking ownership of its market position, amplifying our brand presence to align with the firm’s growing scale and success.”

Director Tucker Bliss of Reset and cinematographer Rodrigo Prieto (“The Wolf of Wall Street,” “Argo”) bring a cinematic feel to the spot, with the lofty visuals brought down to earth through Kendrick’s easy charm.

The spot will air during the PGA Championship and on CNBC and local cable, with linear, digital, audio, social, OOH, print and search kicking off across business, sports and lifestyle outlets nationally. Ads will extend to Fast Company, Axios and Vox podcasts and Wall Street Journal, Forbes and Fast Company homepage takeovers. Media was handled by Scale by Zambezi.

“We aimed to create something engaging, memorable—even poetic—to invigorate the financial category and show that these institutions can be interesting, culturally relevant, and connect with people in more meaningful ways,” Gavin Lester, Zambezi’s chief creative officer, said of the hero spot. “‘The grass is always greener on the other side’ might be a well-known cliché, but we refreshed the metaphor by pushing it to preposterous lengths. In doing so, we gave the sentiment new life, demonstrating that even a well-worn metaphor can be reborn.”

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