The spectacle of financial companies trying to co-opt the “counterculture” is getting cartoonish –literally. Fidelity Investments is currently running a TV ad featuring Iron Butterfly’s classic In-A-Gadda-Da-Vida complete with psychedelic flowering artwork growing on the screen. Give me a personal break.
Fidelity joins Ameriprise which has an ad (that’s on ALL the damn time) featuring a bunch of 50-somethings embarrassing themselves by acting 17 while a Spencer Davis Group tune plays in the background. Oh, sure nothing has changed in 40 years, you’re still able to dance, skateboard and play the electric guitar! All you need now is a financial plan so you have enough money to buy your weed in retirement, man.
I can’t decide if this is pathetic or insulting. I guess it depends on if the target audience, Baby Boomers, is buying. If they are, it’s pathetic. If not, it’s just insulting.
Technically, I’m a Boomer. The so called Baby Boom generation was born between 1946 and 1964. That’s a huge spread and since I come in toward the end of that era, I have little in common with the leading “Woodstock” contingent. Most things attributed to Boomers have nothing to do with my high school class of 1978 much less the class of 1982! Geez, we missed everything by about ten years. I mean, the ‘60s were over before we were even ten. What a rip.
I will say pulling up the rear on this most over-exposed generation has benefited me in as much as I have always been able to see what’s just around the corner for me as I watch my older Boomer peers age. I’m just hoping it doesn’t include being pandered to by financial planning companies and their cheesy commercials. I guess I should be on the look out for Merrill Lynch ads featuring The Clash.
Update: Just as I post this, CNN has this idiotic story up on its web site. The headline reads:
Baby boomers or bums?Then the first paragraph:
Looking to the '60s generation for lessons on how to plan
(CNN) -- In the 1960s and '70s they burned their bras and draft cards, marched onIt gets worse from there. Sigh
Washington, founded Earth Day and vowed never to trust anyone over the age of 30.
Update II: I just noticed there is a Fedelity ad right next to the above story. In-a-gadda-da-vida honey, don'tcha know that I love you?