Turn Here?
Wednesday, March 18th, 2009
Fidelity Investments rolled out a new ad campaign this week with the slogan “Turn Here”. I saw the ad yesterday and was initially impressed by the creativity of the ad and slogan. That sentiment lasted about 45 seconds, then I became deeply troubled by this. What seemed clever and unique quickly turned to silly and pretentious. I’m sure when the ad concept was pitched the people responsible were beaming. But “Turn Here” is so subjective, almost to a fault.
Perhaps “Leading the Pack” would have expressed the same sentiment without the confusion. Turn Here?, to where, why and I’m almost certain the person who came up with the slogan has a TOM TOM or some other voice navigation system. They may as well say ‘Turn here to savings” which is something you would see in a cursive font below a giant sun-burnt supermarket sign.
In the end the slogan fails to impress, mostly it annoys and confuses, check the link below to see the micro-site and make your own judgment.
Is “Turn Here” a solid concept of a half baked idea rushed out to save an investment company?
I vote for the latter.
http://personal.fidelity.com/misc/gettingstarted/flash/turnhere/index.shtml