Rather than focus on individual fund performance or investors’ malaise in its new advertisements, Fidelity is focusing on providing sound guidance and building on its trusted brand. And that is the focus of the “Guide to Personal Savings” campaign, taglined “Turn Here,” Fidelity Chief Marketing Officer James D. Speros told The Boston Globe.

The GPS theme, a play on “Global Positioning Systems,” is highlighted with an animated green line that stretches before investors’ feet to guide them. Speros said he first thought of the play on GPS when he was driving home in his car and that Fidelity’s ad, agency Arnold Worldwide, worked up the green line and the new tagline, “Turn Here,” to replace “Smart Move.”

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