Instead of praising investors for making the “Smart Move” by moving to Fidelity, the firm’s new advertising campaign calls them into action by urging them to “Turn Here.”

The campaign features a new “micro” website where Americans can assess how to handle an important new stage in life, such as a new job or planning for retirement.

“Our goal is to provide answers to investors’ questions based on their personal life stages, whether they are just starting out or living in retirement,” James Speros, Fidelity’s chief marketing officer, told Adweek.

One commercial features a husband and wife talking about the automatic rebalancing merits of a target-date fund.

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