Jupiter foregrounds “active minds” in its first ever TV ad

Jupiter Asset Management has launched its first ever television advert, focusing on highlighting “the value of active minds”.

The 45-second advert draws an implicit parallel between the curiosity of a child who grows up to fulfil her dream of becoming an astronaut and the “active minds” who run Jupiter’s funds.

The campaign appears to make the case for active management at a time when profitability at asset managers continues to slip, impacted by low-fee passive ETFs and higher interest rates.

“There’s a whole world out there, waiting for active minds to explore,” Jupiter said in a statement. “At Jupiter Asset Management, we believe it’s people that make a difference. We bring a balance of diverse thinking, creativity, and ideas that fuel investment opportunities. This is the value of active minds.”

The campaign has some striking parallels with St James’s Place’s “Invaluable Advice” advertising campaign. Launching earlier this year, this also features a father and daughter combo and uses a metaphor to draw a parallel between personal lives and financial lives. Both campaigns attempt to ground something rarified and abstract in an emotional story.

Jupiter did not say where and for how long the advert will be airing.