McCartney Teams With Fidelity

BOSTON Fidelity Investments and ex-Beatle Paul McCartney will partner on a campaign via Havas’ Arnold.

A spot with McCartney breaks on Thursday during the first half of ABC’s coverage of the game between the New England Patriots and the Oakland Raiders of the National Football League.

“Generations have grown up with Paul McCartney,” said Robert Reynolds, vice chairman and CEO of Boston-based Fidelity, in a statement. “People continue to be inspired by how he approaches life with confidence, innovation and a long-term view. He’s the perfect partner for Fidelity to help investors transition to the next chapter in their lives.”

The 30-second spot, titled “This Is Paul,” features a chronological tour of McCartney’s life and notable accomplishments. The spot carries Fidelity’s familiar “Smart move” tagline. McCartney will also appear in print executions.

Boston-based Arnold has handled the account for nearly five years.

“At Fidelity, we are all about enabling people to do what they want to do and do it in a smart way,” said Claire Huang, executive vice president of marketing at the company. “[And] we want to do it in an uplifting way. … Which is why our ads are positive and uplifting.”

“I’m really pleased to be working with Fidelity,” said McCartney, 63, in a statement. “We have a lot in common: a commitment to helping people, a dedication to the arts and a belief that you should never stop doing what you love.”

Fidelity is sponsoring McCartney’s 11-week tour, which launches Sept. 16 in Miami.

Fidelity spent about $110 million last year on ads and nearly $75 million through the first seven months of 2005, per Nielsen Monitor-Plus.