The Vanguard Group is off the movies. The investment major is running a series of advertisements in theatres. The ad spots resemble movie trailers and are in fact shown with the trailers before your feature film plays.
They’re well made, funny, and seem to be appropriately targeted at the movie-going audience. Without access to the advertising agency brief I can’t definitively say exactly who they’re targeting. However, in my opinion the ads are aimed at younger investors, clearly with money, socially active, and independent. Overall the ads are gender neutral although you might have a different opinion.
I respect the fresh approach that Vanguard is pursuing here and hope it will be successful for them. I’m sharing three of the ads below for you to enjoy. They’re super-short so don’t bother with the popcorn.
A Walk In The Dark – Vanguard Movie Trailer
Don’t Look Now – Vanguard Movie Trailer
Say Goodbye Again – Vanguard Movie Trailer
Which Vanguard Movie Trailer do you like the best?
I was WAY surprised to see the “so, you’re a lumberjack!” ad last week in a theater. I like the humor, but is it going to make anyone invest?
They may not make people rush home and sign-up immediately. I think this type of campaigne is trying to increase awareness of the Vanguard brand among young people. So when hey are presented with reason to open an investment account, like starting a new job, they will think positively about Vanguard when considering alternatives.
The image of an investment company treads a fine line between apprearing stable, secure, capable, dependable, etc, and appealing to newer, younger investors. Every now and then they have to reach out and reinvent their image.
True…and I can think of far worse companies I’d like my kids to have a good image about than Vanguard. If they invest w/ Vanguard because they got a “warm fuzzy” at the movies I’m a happy dad cost-wise.
Some of the best ads are informational. I like a Rolls Royce or Tiffany’s ad because they really aren’t selling to me. They provide a lot of information. Maybe I feel this way becuase I will never be a customer.:)
Hmm interesting approach. It seems like silliness sells for ads these days, though. I’m assuming it’s worked for Geico and Aflac, whose commercials often have little to do with what they sell.
Low cost investing is going mainstream! Good for the big V!
Hahaha the last one cracked me up, way to go for Vanguard getting their brand out there!
My dad’s a Bogelhead (am I spelling that right?), so I know way more than I want to about Vanguard and all its followers. I liked the last one – I’m guessing it would appear in the previews for a romantic comedy?
Hello, i feel that i noticed you visited my site thus i got here to go back the favor?.I’m attempting to in finding issues to improve my web site!I guess its ok to use a few of your concepts!!
All are pretty funny, not sure if this makes people sign up, but kudos for bringing more awareness to their company! I’m a sucker for anything movie related though.
Advertising has seemed to work well for Ally and Fidelity. I’m not sure I ever expected to see the same thing from Vanguard, but why not!
Love the alternative approach Vanguard is taking. It’s good to utilize new avenues…
I think Vanguard is doing the right thing, targeting young investors. The ads are cool.
Weird… but I like them. I like to see investing as part of everyday life rather than something just for other people. thumbs up.
Didn’t go to a movie for last 2 months, wake up call this was.