Fidelity Investments is running three new TV ads that depict people talking about their finances, rather that former Beatle Paul McCartney, The Boston Globe reports.
One spot features a couple where the husband talks about taking his retirement savings and putting it through a “rollover, turnover, whatever.”
“The more people talk about their finances, the more successful they are,” said Claire Huang, Fidelity executive vice president for marketing. “The normal financial services ads show babies, brides and super-Boomers who surf or skydive. We’re about regular people trying to engage in conversations.”
Fidelity will air the ads, created by Arnold Worldwide, on 18 shows during prime time, including “American Idol” and “Lost.” Print ads will follow.
Although Fidelity declined to reveal how much it spent on the broadcast ads, an advertising industry executive estimates it was about $5 million.
John C. Verret, a professor with Boston University who studies media, said the ads should resonate with investors because they show that Fidelity “understands the consumer."