There’s no “talk to Chuck”-type message in Fidelity’s latest branding campaign. Rather, the unspoken message is, “Talk to each other.”
“We’ve always known that talking about money can be difficult for people, and through our research we could visibly see the dynamic immediately change between couples when discussing their finances,” said Claire Huang, executive vice president of marketing, Fidelity Personal Investments. “We think many people will relate to these ads, and be encouraged to talk more openly about their finances to help them better prepare for the future.”
For the ads, the ad agency Arnold Worldwide hired Joe Pytka, who’s made over 5,000 commercials and is known for his documentary-style work. He’s done ads for Pepsi and Diet Pepsi, for instance, with celebrities like Britney Spears and Jackie Chan.
The multimedia ad campaign includes three 30-second television ads that feature a married couple in their mid-50s, two best friends in their 40s and a grandfather and grandson. It will run online at www.yahoo.com and other popular websites.
Janet Levaux is the managing editor of Research; reach her at firstname.lastname@example.org