I just saw another example of bad advertising that's actually quite insulting. Fidelity Investments has a commercial that uses Iron Butterfly's In-A-Gadda-Da-Vida as the background music and for the majority of the spot they show a bunch of '60s-era animated flowers and butterflies. Then the announcer comes on and asks if your investments need a little more "flower power."Obviously they are trying to appeal to the baby boomers who grew up in the 1960s. What is amazingly bad and insulting is that they think people born between 1945 and the mid 1950s are not only stuck in the 60s but that they would be influenced by this lame attempt at identifying with their generation.
I can only assume their expected response is, "Groovy man, look they're playing 'our' music and showing psychedelic flowers, man, I can't wait to give them my money because this company really knows where it's at, man!"
I have to believe this commercial was written and created by young ad creatives in their 20s who have no clue about the 60s, the baby boomers or human psychology and motivation in any way, shape or form. It's lame, stupid and insulting. What's worse, I'll bet anything it's also ineffective. And that's the worst kind of advertising there is.
Wise up, Fidelity. Sell people on what you can do and why you are a sound investment...man.
Update: February 19, 2007
This commercial is still running and it makes even less sense to me now that when I first started seeing it. Before the announcer condescends with his, "Need more flower power?" the spot shows a bunch of interest rates and mumbo jumbo about IRAs no load fees. Most of the screen is filled with tiny type disclaimers.
The thing is, isn't it a bit late to be talking to baby boomers of the In-A-Gadda-Da-Vida generation about IRAs and retirement? Hey, you're almost 60 - better start saving! Call us for advice! That's just a stupid strategy, but then the people who made and approved this commercial can't be very intelligent anyway. And it still offends me!
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