Anna Kendrick Stars in LPL Financial’s New “Cup Runneth Over” Campaign
LPL Financial has launched a new campaign titled “Cup Runneth Over,” featuring actress Anna Kendrick. This initiative expands on the company’s communication platform, “What If You Could?” originally introduced in May 2025. The campaign aims to engage consumers by focusing on the concepts of connection, trust, and the potential for growth in wealth management.
Campaign Highlights
Produced in collaboration with the independent agency Zambezi, the campaign covers various media, including television, digital, podcasts, print, and out-of-home (OOH) strategies. These efforts signal a notable shift in how LPL Financial promotes its brand as a leader in the wealth management sector.
Strategic Communication
Christa Carone, Chief Marketing and Communications Officer at LPL Financial, emphasized the importance of the campaign. She stated that it serves as a response to advisors’ needs while telling a compelling brand story. This campaign aims to further enhance LPL’s prominence in the wealth management industry.
Target Audience and Creative Approach
Gavin Lester, the Chief Creative Officer at Zambezi, noted that the campaign focuses on human desires rather than mere performance metrics. “Cup Runneth Over” uses humor and relatability, leveraging Kendrick’s celebrity to illustrate that LPL is more than just a financial option; it represents freedom and choice.
Media Placement
The advertisements are set to debut on ESPN on January 19, 2026, during pivotal events such as the College Football Championship Game and the Australian Open. Furthermore, the campaign will run across multiple platforms, including:
- Axios
- Architectural Digest
- Bloomberg
- CNBC
- Hulu
- New York Times Magazine
- Peacock
- Uber
- YouTube
- Wall Street Journal
- iHeart and SiriusXM podcasts
Company Background
LPL Financial is one of the leading companies in wealth management, serving over 32,000 financial advisors and 1,100 financial institutions. The firm manages approximately $2.3 trillion in brokerage and advisory assets for around 8 million Americans, highlighting its influential presence in the financial services sector.
This new campaign is a significant step in LPL Financial’s marketing journey, designed to resonate with consumers and establish a stronger brand identity in a competitive industry.
