Hi, Mike, I didn't like the ad because of the negative/dark connotations ("prey on inflation..."). My experience is that ads with a positive/lighter message leave a more favorable opinion of the company. It also smacks too much of those ridiculous BT posters, "risk is everywhere, let us manage it for you blah blah blah" where the fisherman's about to get eaten by the unsuspecting shark or killer whale. That didn't work out so well.
I like the lighthouse, that is great and gives the positive/hopeful message of leading you out of the dark, etc.
I would suggest something more light-hearted or humorous... have a poor helpless schmuck standing with his arms in the air watching his cartoon-esque house getting eaten by termites and caption "don't let inflation eat away your returns/retirement/etc." Or have a guy staring into a cookie jar with just crumbs left in it while the "inflation cookie monster" stands in the background gobbling away the last cookie. There's a ton of variations on that theme that could be funny, informative, and light-hearted.
Not sure what I'm supposed to come away with from this ad. The catch phrase doesn't quite connect with the image. Is Enduring Investments the fish or the diver? Am I, as the investor, the fish or the diver, or outside the picture?
At first glance I look at the statement and the image and I'm trying to reconcile the metaphor and I get lost. If I'm the investor/diver, I'm surrounded by the fish, should I be concerned? Who's going to help me? How will EI prey on the fish?
Just the thoughts that came to mind when I looked at it. If the add doesn't click for me, then I'd question whether the firm could work for me either.
to Glenn's point, i think he is correct. its not clear to me that it would entice me to call the company, regardless of how targeted are the publications where it will be shown. more direct comments may be more well received, or at least engender a greater response.
The FT, Economist etc. are stuffed with numerous examples of what I label as 'metaphor' ads : the institution and/or the advertised service represented by some type of extreme physical challenge, geophysical threat or perceived achievement against the odds. Most of the time they're just too contrived; yawn-inducing.
No doubt the experts will tell me that these ads are creating (subliminal?) brand awareness and message. Is that the intention here?
For something as specialized as inflation product, from a firm with expertise, I believe I'd be more responsive to a literal statement and "call to action". But then I'm not a typical target.