Beatle takes a back seat in Fidelity's new ads

Fidelity Investments has launched a new ad campaign that once again features former Beatle Paul McCartney. But this time he won't be performing from center stage.

Previous advertisements for the Boston mutual fund giant featured the rock legend or his music front and center -- a way to connect with the baby boomers who are Fidelity's core customers.

But three new spots, shown yesterday, feature just a few bars from 64-year-old McCartney's 1976 hit "Let 'em In," performed with the band Wings.

The new ads focus on pairs of people who are making modest but pointed comments about their finances.

Such presentations, the company said, build on its research into behavioral patterns.

One ad, for instance, shows a couple with the husband talking about putting his retirement savings through a "rollover, turnover, whatever."

"The more people talk about their finances, the more successful they are," said Claire Huang, Fidelity's executive vice president for marketing, describing the research.

"The normal financial-services ads show babies, brides, and super-boomers who surf or skydive. We're about just regular people trying to engage in conversations."

Fidelity said it would air ads on 18 prime-time network television shows, including Fox's "American Idol" and ABC's "Lost."

Various print ads will follow.

Boston-based Arnold Worldwide was the ad agency.

Huang declined to say what the campaign cost.

Stacey Shepatin, director of national broadcast for another Boston ad agency, Hill, Holiday, estimated Fidelity has spent about $5 million so far for air time. The aids began airing last night.

John C. Verret, a Boston University professor who studies advertising, praised the spots as "the kind of stuff that comes from good account planning and understanding the consumer."

He said they ought to strike a chord with viewers, even as Fidelity faces increased competition.

Ross Kerber can be reached at kerber@globe.com.