Fidelity Employs a Visual Surprise

BOSTON Fidelity Investments this week launched a national campaign touting its “active trader services” for investors who prefer to monitor and manage their investments online.

The Boston-based client spent nearly $50 million on ads through July, per Nielsen Monitor-Plus. Havas’ Arnold, also in Boston, handles most of the mutual funds company’s broadcast work, with print and other chores handled by the client’s large in-house ad agency.

One TV spot shows a businessman, apparently in his office, furiously trading online. At the close of the commercial, he announces that he is done for the day and appears to call in his assistant. His young daughter enters instead, happily proclaiming that “Daddy’s home.” Fidelity had been helping him manage his portfolio online, from his house, all along.

The effort is not tagged, eschewing the “Personally invested” positioning Arnold introduced for the client last April.

The TV is running during Fox’s coverage of baseball’s American and National League Championship Series. A print component broke in newspapers such as The New York Times and The Wall Street Journal.

All elements of the campaign play up the “Power, price and service” offered by Fidelity. In the TV, those words flash on screen, while print employs the headline, “Power. Price. Service. No compromises.”