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. This led to the creative idea: parodying movie genres that evoke those emotions—drama, horror, and suspense—and suggesting such turmoil is better suited to the movies than to investing.