I’ve never considered that buying stocks and shares is equatable to swinging through the wall of a fine art auction astride a giant bell, but that’s what one of the UK’s largest investment platforms is trying to promote.
AJ Bell’s current advertising campaign is all over television, radio and streaming services, to the point I’ve found myself idly humming its soundtrack – Anita Ward’s 1979 disco anthem “Ring my Bell”.
It shows a collection of cartoonish rich snobs, engaging in activities such as clay pigeon shooting Fabergé eggs off a luxury yacht, telling the audience that investing is only for people like them.
“Ordinary” men and women then crash the scenes on bells representing the democratisation of share ownership, while the tagline “investing is for everyone” is reassuringly inclusive.
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