IFA Promotion is embarking on an TV advertising campaign to generate leads for IFAs.
IFAP hopes a series of commercials on digital and terrestrial channels will get IFAs' phones ringing.
The series of four advertisements will run throughout the month on digital channel ITV2 and regional ITV network channel Meridian.
The direct response campaign is being run on a trial basis and will be extended if successful.
IFAP says the advert was conceived to focus on the main benefits of seeing an IFA and to suggest IFAs can lift the confusion involved in choosing the right financial products.
It says the key purpose is to generate a consumer response and have denied reports the key aim of the ads is generic branding and awareness raising.
The ad features two “friendly and trustworthy” presenters, one male and one female, to deliver the message.
The end frame shows the IFAP blue logo and contact information to maximise the effectiveness and generate calls to its consumer hotline.
IFAP managing director Ann-Marie Martyn says: “IFA Promotion is continually looking at new ways to increase the number of responses to the consumer hotline and in turn put more consumers in touch with IFAs.
“We've designed the campaign to focus on generating response, while at the same raising awareness of the unique service which an IFA can offer consumers.”