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McCartney Out Of New Fidelity Campaign

Reuters, Thursday, April 19, 2007 10:32 AM

Fidelity Investments is rolling out a new ad campaign to replace a series featuring former Beatle Paul McCartney. The new effort, produced by Arnold Worldwide and directed by Joe Pytka, goes for a more direct approach, using humor to show exchanges people have about investing and retirement planning.

"The McCartney ads are no longer in rotation. This is our new ad campaign," says a spokeswoman. It will comprise TV, online and print ads and will three 30-second TV spots that debut on Fox's "American Idol" and ABC's "Lost."

McCartney signed with Fidelity in 2005 because, the firm said, he was innovative, authentic and a respected leader in the field. But the spokeswoman declines to comment on the fate of his contract and did not give details on how much Fidelity is spending this time around.

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