When I’m 64


Next year, to be exact. What struck me first about Paul McCartney’s decision to appear in TV spots for Fidelity Investments was his age — 63! My friend Chuck Nyren, author of a new book on advertising to baby boomers, will certainly be attuned to the wisdom behind Fidelity’s decision to tap the ex-Beatle for commercial exploitation. After all, what better persona is there to connect with the deep-pocketed, but media-elusive boomers?

In spite of the gazillions the Boston-based financial company likely has doled out, which includes sponsorship of his concert tour, the PR buzz alone may make Fidelity Investment’s investment pay off. It’s reminiscent of Citibank’s deal with another Knighted British rock star (an announcement this blogger handled in 1998).