Fidelity is moving Paul McCartney into a backup role in its latest ads. The Boston Behemoth rolled out the initial Paul McCartney ad last year. In that spot (see sidebar), McCartney was the hook on which the aging of the Sixties boomers was hung.
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The rollout of the latest ad in the campaign was reported in the
Boston Herald Thursday morning.
Boston-based Arnold Worldwide created the three ads for Fidelity. The spots debuted last night and will appear on primetime network shows, including ABC's "Lost" and "American Idol". The will run on 18 programs all together. The cost of the campaign was not reported, but the paper estimated that costs to date have hit $5 million.
Fidelity's Claire Huang, executive vice president for marketing, told the paper that the agency used research from the faculty of behavorial economists the firm put together last year.
The spots open with a few bars from Wings' "Let 'em In," before segueing into discussions on their finances by couples nearing retirement. In one a husband comments on his "rollover, turnover, whatever."
"The normal financial-services ads show babies, brides, and super-boomers who surf or skydive. We're about just regular people trying to engage in conversations," Huang explained.
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