Trimark Investment Management of Toronto has nailed the baby boom generation with its new campaign, while still apealing to other sectors of its target group.
The 30-second tv commercials are dominated by an anthem for our times – a choral arrangement of the popular Rolling Stones song, You Can’t Always Get Want You Want.
Two executions, ‘House’ and ‘Boat,’ have been completed with different endings to place five spots in the rotation.
Visuals showing 1980s-style excess are juxtaposed with copy outlining more modest wishes.
To the stately strains of You Can’t Always Get What You Want, one execution of ‘House’ alternately shows ‘A place in the country,’ which is a palatial English country estate; ‘A little help around the house,’ a large group of servants in front of the house, and ‘A new family room,’ an elegant room with fireplace.
As the song gets to the line, ‘But if you try sometime, you just might find, you get what you need,’ we see a glorious shot of a fisherman and his dog in a boat on a lake.
The voiceover completes the scene with ‘Trimark Mutual Funds, we manage to outperform.’
‘Boat’ follows through on the theme with a large, luxury yacht referred to as ‘A bigger boat for the cottage.’
The tv portion of the campaign ends later this month, while a full-page color ad will continue in business publications until the end of December.
The print ad uses the visual of the fisherman with the copy, ‘Trimark can help you get what you need. With a long-term investment plan.’
For the first time, the print advertising will not carry the disclaimer about investment return fluctuation that was previously mandatory for mutual funds companies.
The Ontario Securities Commission recently changed its policy because it decided a disclaimer was unnecessary on image advertising that did not mention individual fund names or performance.
Clewes & Company of Toronto created the tv campaign with credit to Richard Clewes, copywriter; Roger Carstairs, director; Lauron Productions, and Harris Cole Wilde for the music.
The print work comes from Simpson Gilbert Advertising of Sackville, n.b.
