The Spot: Investing in Hollywood

Drama, horror, and suspense are great for movies, not for personal finance, says Vanguard

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GENESIS: Vanguard introduced the verb "Vanguarding" as a new ad theme that casts working with the investment company as a rewarding experience. Previously, ads from Kirshenbaum Bond Senecal + Partners have explained what Vanguarding means in terms of products and services. This summer, they wanted to add an emotional layer to convey what Vanguarding feels like to an investor. The agency thought it would be easier to communicate what it doesn't feel like—dramatic, frightening, and suspenseful.

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