Fidelity Takes a Less ‘Simple’ Approach

BOSTON Fidelity Investments’ marketing approach isn’t quite so “simple” anymore.

Arnold this week puts a new spin on ads for Fidelity. It eschews the broad humor of a campaign launched late last year (that work stressed simplicity) and adopts a more restrained and thoughtful tone.

The new work adopts a documentary style and focuses on the emotional impact of personal money decisions.

One spot, “Money Management,” shows an older man discussing investments with his decidedly disinterested grandson. In “Rollover,” a middle-aged married couple argues in lighthearted fashion about who knows best when it comes to managing their finances. “My Plan” focuses on young adults and issues of interest to their age group.

Veteran director Joe Pytka lensed the spots for the Boston-based Havas agency, and the effort rolls out today during American Idol and other prime-time fare. A trio of 30-second TV spots forms the foundation of the effort, which also includes newspaper, magazine and online media.

Fidelity’s “Smart move” tagline is retained from recent campaigns.

“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,” said Claire Huang, client evp, marketing.

Arnold’s previous campaign for the Boston client drew an odd attack from a blogger who claimed the ads were anti-family, and especially sarcastic and negative in their portrayal of fathers. In one of those executions, which broke late last year, a dad jumps up and down after besting his daughter in a game of Ping-Pong.

Fidelity spends more than $140 million annually in domestic measured media.