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BOSTON Fidelity Investments’ marketing approach isn’t quite so “simple” anymore.
Arnold this week puts a new spin on ads for Fidelity. It eschews the broad humor of a campaign launched late last year (that work stressed simplicity) and adopts a more restrained and thoughtful tone.
The new work adopts a documentary style and focuses on the emotional impact of personal money decisions.
One spot, “Money Management,” shows an older man discussing investments with his decidedly disinterested grandson. In “Rollover,” a middle-aged married couple argues in lighthearted fashion about who knows best when it comes to managing their finances.
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