Fidelity - "Overload"

Grey London

Grey London London, United Kingdom

2762

Brand: Fidelity
Country: United Kingdom

Advertiser: Fidelity International

Title	Overload
Agency	Grey London
Campaign	Overload
Advertiser	Fidelity International
Brand	Fidelity
Date of First Broadcast/Publication	2022 / 3
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Philosophy	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. The new work launches on March 4 across TV, VOD, digital, and social and runs nationwide until April.
Media Type	Television
Length	60 seconds
Production Company	Rogue Films
Advertising Manager	Jet Cooke
Advertising Manager	Beth Cowley
President & Chief Creative Officer	Laura Jordan Bambach
Creative Director	Jesse Little
Creative Director	Matt Moreland
Creative Director	Chris Clarke
Creative Team	Orla O’Connor
Creative Team	Daisy Bard
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
Agency Senior Producer	Hananha Willers
Agency Senior Producer	Lucy Edwards
Assistant Producer	Alicia Cordell
Business Affairs	Lauren Rooke
Project Manager	Emma Louise Hansen
Project Manager	Amy Drew
Designer	Stuart Leung
Media Agency	Wavemaker UK
Director	Bethan Seller
Producer	Toby Courlander
Executive Producer	James Howland
Managing Director	Kate Taylor
Director of Photography (DOP)	Diana Olifirova
Director of Photography (DOP)	Matthew Taylor
Production Designer	Sarah Jenneson
Editor	Saam Hodivala
Editing Company	Shift Post
Audio Post Production	Gramercy Park Studios
Colorist	Ben Rogers
Executive Post & Sound Producer	Annika Gustavsson
Head of VFX	Mark Beardall
Sound Engineer	Sam Cross