Total Name Recognition: With Ad Ante Being Upped by Competitors, Warburg Pincus Takes to the Airwaves

By Sarah Jones





BOSTON–Warburg Pincus Funds has made its television debut in a commercial created by DiBona, Bornstein & Random in Boston.





The 30-second spot seeks to fashion an identity for the New York-based mutual funds company through abstract images and more than 20 references to its name.





The commercial opens with a male voiceover asking, ‘You know how you hear some words and you think you’ve seen them before?’





Then ‘Warburg Pincus Funds’ flashes onto the screen, as a puzzled-looking man taps his forehead and tries to recall the name.





‘Investments, right,’ the voiceover continues.