Fund sponsors occasionally like to ham it up in their ads, sometimes creating highly amusing investment scenarios. But in the case of American Century Investments of Kansas City, Mo., the firm had no intention of hamming up its peanut butter sandwich advertisement.

The black-and-white print advertisement, which has been running in major publications including The Wall Street Journal, Barron's and Smart Money since last November, has fostered a bit of controversy. The ad features a neatly cut peanut butter sandwich atop a sheet of wax paper layered on a plate. The text explains that even now, 44 years after starting the firm, the firm's founder Jim Stowers continues to eat his usual peanut butter sandwich in the firm's cafeteria every day at noon. No lobster tails for this traditional gent, the ad explains.

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