In an effort to "personalize" its advertising, Fidelity Investments next month will take the wraps off broadcast ads featuring former fund manager Peter Lynch and comedian Lily Tomlin.
A representative of the Boston-based mutual fund provider confirmed Tomlin had been signed but refused to discuss details. Comedian Don Rickles is also being cast in upcoming spots, sources said.
Executives at Hill, Holliday, Connors, Cosmopulos in Boston, Fidelity's agency of record, referred questions to the client.
Lynch, who in May was selected as Fidelity's first pitchman, retired as manager of the company's Magellan fund eight years ago but still serves as a board member and mentor to younger funds managers. Fidelity believes the wildly successful fund manager and best-selling author is believed to be recognizable to consumers across the country as an expert on personal finance. "He's a natural," said a source.
Lynch will have a featured role in Fidelity's new corporate ads and a retail campaign that initially stars Tomlin, said one source. Ads with Rickles are expected to debut later in the year.
The new work is being shepherded by Stephen Cone, who joined Fidelity in January from KeyCorp. in Cleveland. "Look at Cone's background. He loves to use celebrities," said one source.
Spending on the two campaigns, expected to run concurrently, could not be determined. Fidelity last year doled out $90 million on advertising, per Competitive Media Reporting.
Fidelity is expected to debut the advertising at a press event in New York in the next couple of weeks.