BOSTON Arnold has launched a national campaign touting the retirement services offered by mutual funds giant Fidelity Investments. This marks the first Fidelity push for Arnold since the Boston-based agency retained the client's $75 million ad account in a review that concluded in February.
Commercials take the form of quick-cut montages set to music. In words and pictures, they detail the life stories and explain the retirement needs of Fidelity customers. One spot, set to the 1970s pop song "Dancing in the Moonlight," presents Carol, whose lifestyle has changed over the years. She had been a Democrat and a "hippie," later a homemaker and a Republican. A second spot, set to an instrumental dance tune, shows a couple who use their retirement to start a business together.
In both cases, Fidelity says it has the right retirement options. The spots are not tagged.
Havas-owned Arnold has handled Fidelity for three years. In the recent review, the agency triumphed over sister shop McKinney + Silver in Raleigh, N.C., as well as Omnicom Group agencies BBDO and TBWA\Chiat\Day, both in New York.