CFP Board Powers Up Autumn Campaign with Humour, Chaos and Financial Reality Check

The Certified Financial Planner Board of Standards, Inc. (CFP Board) has launched a new fall flight and new creative for its national Public Awareness Campaign, ‘It’s Gotta Be A CFP®.’ The campaign continues to educate consumers about the importance of working with CERTIFIED FINANCIAL PLANNER® professionals and reinforces their value and expertise.

The fall flight debuts a new 30-second spot titled ‘Electrician.’ The ad follows a couple who entrusts their home to a hired electrician, only to face unexpected chaos—from a blown circuit to their electric vehicle crashing into their own house. Building on the success of previous campaigns, this next chapter delivers fresh messaging and compelling visual storytelling designed to resonate with audiences seeking security and confidence in their financial lives. Agency of record, BUNTIN, led the development of the new creative, bringing innovative and engaging approaches that amplify the campaign’s message.

“This campaign underscores the peace of mind and confidence consumers gain when they work with a CFP® professional,” said James Katsaounis, managing director, marketing and communications at CFP Board. “By pairing humour with a powerful message, we’re reminding the public that financial planning is too important to leave to chance—when it comes to your future, It’s Gotta Be A CFP®.”

This new spot builds on the momentum of the first wave of the award-winning ‘It's Gotta Be A CFP®’ campaign, which exceeded expectations across the board. The initial rollout not only surpassed all established benchmarks but also delivered record-setting KPIs in multiple categories, marking the most successful performance to date for CFP Board’s public awareness efforts. This strong foundation reinforces the campaign’s impact and sets the stage for even greater impact in the upcoming flight.

Consumers are encouraged to visit LetsMakeAPlan.org to learn more and find a CFP® professional near them.

“To stand out in the category of finance, we use relatable, humorous moments to show what happens when you rely on the wrong ‘expert’ and why choosing a CFP® professional makes all the difference,” said Steve Chavez, EVP/managing partner, chief creative officer at BUNTIN. 

The ‘It’s Gotta Be A CFP®’ campaign is part of CFP Board’s ongoing commitment to raising awareness about the value of professional financial planning and the importance of asking the right question; Is your Financial Advisor a CFP® professional?