In a world where catchphrases clash—“fortune favors the brave” battles “better safe than sorry”—Momentum is cutting through the noise. The brand’s latest campaign makes one thing clear: when it comes to your money, advice without context is just noise.

Launched on Sunday, April 6, the campaign opens with a slick, cinematic television commercial that flips the idea of one-size-fits-all financial wisdom on its head. Rather than pushing generic rules, it makes a strong case for something far smarter: advice tailored to your reality.

It’s the start of #AdviceForSuccess, a campaign designed to get South Africans talking about what real financial guidance should look like—personal, precise, and rooted in actual life, not abstract theories.

But this isn’t just a marketing move—it’s a strategic statement. Momentum is staking its claim in the financial advice space with bold intent. The goal, redefine the role of financial guidance in South Africa and spotlight just how transformative the right advice can be when it’s shaped by the specifics of your situation.

“When we looked at the findings from the 2024 Momentum Group Bureau of Market Research household finance survey, the numbers were staggering,” said Qhawekazi Mdikane, Executive Head of Momentum Brand. “About 77% of South African households aren’t getting any formal advice. They’re leaning on their own instincts or the opinions of family and friends. Only 9% are working with certified financial advisers. And yet, the households that do work with professionals? Their wealth levels are significantly higher. That’s not a coincidence—it’s a financial multiplier.”

The insight at the heart of the campaign is both simple and sharp: success is personal. So is the path to reach it. Which is why advice that ignores context won’t cut it.

Momentum’s positioning is clear: forget generic. Real financial advice starts with a deep understanding of who you are, where you’re headed, and what’s standing in your way. It should be practical, personal, and designed to help you make moves—not just stay afloat.

“Debt, savings, investments—these don’t exist in silos,” Mdikane added. “A top-tier financial adviser is like a specialist. They see the bigger picture and connect the dots in ways that matter to your specific circumstances. That’s what our campaign is shining a light on: advice isn’t just advice. The right advice, in the right context, unlocks real momentum.”

The TVC, created with award-winning agency The Odd Number and directed by the acclaimed Thina Zibi, is a visual gut-punch. It plays with well-worn idioms to show just how contradictory traditional advice can be—and then lands on the point: clarity starts with context.

“Watching this campaign come to life was electric,” said Mdikane. “From the first pitch to script debates and casting decisions, every frame is a product of creative chemistry. It’s a reflection of what happens when the right people collaborate with purpose.”

At its core, #AdviceForSuccess is more than a campaign. It’s Momentum drawing a line in the sand: financial advice needs to evolve. It needs to be smarter, more inclusive, and far more in tune with people’s lives. And most importantly—it needs to work.