CFP - "Surgery"

Nashville-based idea-driven agency BUNTIN shows how asking the right questions can greatly impact your future – especially when it comes to your finances – in a comedic new spot for CFP Board. The latest ad, “Surgery,” is a continuation of the award-winning (and hilarious) “It’s Gotta Be A CFP®” campaign. The new ad depicts a woman awaiting surgery by a doctor who is a bit clueless concerning the details of her case. When she is snapped back into reality, she sighs a breath of relief, thankful for her choice of a Certified Financial Planner™professional whom she can trust, unlike her unqualified physician. Luckily, she had asked the most important question when it came to choosing a financial advisor: ‘Are you a CFP® professional?’

The spot serves as a continuation of the highly successful first campaign from CFP Board’s relationship with BUNTIN, which first aired in March 2023. The campaign’s first spot, “Bungee,” spurred numerous record-breaking metrics for CFP Board, including a 90% achievement in total awareness and an 84% in preference for a CFP® professional – both stats being the highest ever tracked by the brand since CFP Board it launched its annual public awareness campaign in 2011. The campaign also resulted in a 34% increase in unaided awareness. Today there are nearly 100,000 CFP® professionals in the United States, approximately a third of retail financial advisors, providing competent and ethical financial planning for the benefit of the public. 

Credits:

AGENCY: BUNTIN

CCO & President: Dave Damman

EVP Executive Creative Director: Ray Reed

Associate Creative Director: Andrew Brooks

Head of Production: Danielle Keenan

SVP, Director of Brand Management: Brook Dore

VP Group Brand Director: Tara Zottola

Brand Director: Gabrielle Fanizzi

Associate Brand Manager: Morgan Beaty

EVP, Chief Insights Officer: Kathy Canady

VP, Strategy Director: Adam Panetta

Associate Strategist: Madison Bentley

CLIENT: CFP Board

CEO: Kevin Keller

COO: Dane Snowden

Managing Director, Marketing & Communications: James Katsaounis

PRODUCTION

Production Company: Bunker Films

Director: Jason Farrand

Post Production: Wild Manor

Editor: Ryan Simpson

Music: Knock It Out Music

Audio Mix/Sound Design: Push Audio

ABOUT BUNTIN

With operations in Nashville, Indianapolis, Detroit and Atlanta, BUNTIN is among the leading independent brand communications firms and an ADWEEK-recognized “Top U.S. Shop.” The agency specializes in building Brand Conviction as a tool for achieving disproportionate client business results. In addition to its work with corporate clients, the agency operates a cause-branding division called AdHope that assists organizations in maximizing their social value through “great work that does good in our world.” To learn more, visit buntingroup.com, facebook.com/buntingroup, or @TheBuntinGroup on Instagram and LinkedIn.

ABOUT CFP BOARD 

CFP Board is the professional body for personal financial planners in the U.S. CFP Board consists of two affiliated organizations focused on advancing the financial planning profession for the public’s benefit. CFP Board of Standards sets and upholds standards for financial planning and administers the prestigious CERTIFIED FINANCIAL PLANNER™ certification — widely recognized by the public, advisors and firms as the standardfor financial planners — so that the public has access to the benefits of competent and ethical financial planning. CFP® certification is held by nearly 100,000 people in the U.S. CFP Board Center for Financial Planning addresses diversity and workforce development challenges and conducts and publishes research that adds to the financial planning profession’s body of knowledge.