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Fidelity International: Overload

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Grey London has created a new commercial for Fidelity International, the investment provider. The ad, aimed at end investors, focuses on the way they feel about the choices they have to make, and recreates the relief experienced when you have a simple solution. It builds on the brand's previous market-leading, emotion-led work also featuring the Fidelity family Adam, Sarah and Tizzy the dog. In the new spot, 'Overload', the benefit of Fidelity's guidance tools and advice for investors of all levels are brought to life when the protagonist, Adam, finds himself overwhelmed in a wormhole of confusing information and multiple choices as he attempts to make an investment decision. But he is eventually rescued by his wife Sarah who, as she invests with Fidelity, has the tools and support to help him make the right choice. The new campaign is intended to explore themes and ideas which have captured the imagination of investors over the past few years - including those at the start of their investing journey whose interest has been sparked for the first time. The ad, which is timed to coincide with the forthcoming end of the financial year, will look at the decisions people are considering about if, how and where to invest. Its approach is a step-change from Grey’s previous emotion-led campaigns built around the special moments in life that people save for. But with the Fidelity family still present and the complex nature of investments humorously dramatised, the new work remains warm, engaging, and relatable. The 60 second film was directed by comedy director Bethan Seller through Rogue Films. The voice-over was by actress Tara Fitzgerald.
Credits Other credits

Marketing team: Jet Cooke & Beth Cowley


President: Laura Jordan Bambach

Planning Partner: Matt Gladstone

Senior Planner: Jesper Norgaard

Joint Managing Director: Nathan Gainford

Group Business Director: Ayesha Datoo

Business Director: Kate Armishaw

Account Director: Rachel Jeffery

Account Executive: David Gyampoh

Assistant Producer: Alicia Cordell

Business Affairs: Lauren Rooke

Project Managers: Emma Louise Hansen / Amy Drew

Designer: Stuart Leung


Media Agency: Wavemaker


Managing Director: Kate Taylor

Production Design: Sarah Jenneson

Editor: Saam Hodivala @ Shift Post


Post & Sound house: Gramercy Park Studios

Colourist: Ben Rogers

Executive Post & Sound Producer: Annika Gustavsson

Head of VFX: Mark Beardall

Sound Engineer: Sam Cross

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