Fidelity to Feature Comedians

In an effort to “personalize” its advertising, Fidelity Investments next month will take the wraps off broadcast ads featuring former fund manager Peter Lynch and comedian Lily Tomlin.
A representative of the Boston-based mutual fund provider confirmed Tomlin had been signed but refused to discuss details. Comedian Don Rickles is also being cast in upcoming spots, sources said.
Executives at Hill, Holliday, Connors, Cosmopulos in Boston, Fidelity’s agency of record, referred questions to the client.
Lynch, who in May was selected as Fidelity’s first pitchman, retired as manager of the company’s Magellan fund eight years ago but still serves as a board member and mentor to younger funds managers.