Acclaimed Director Joe Pytka Helps Create Ads That Depict the Emotions, Humor and
Sensitivities of Openly Discussing Finances

BOSTON, April 18, 2007 - Fidelity Investments today announced the launch of a new brand advertising campaign that speaks to the sensitivities that often arise between people when talking about their finances. Breaking away from traditional industry metaphors and opting for a more direct approach, the campaign, comprising TV, online and print ads, uses realism and humor to depict the typical exchanges that husbands and wives, parents and children, friends and co-workers have with each other about investing, retirement saving and planning.

One of the key inspirations behind the campaign emerged from in-depth research done by Fidelity with its customers. As part of this effort, Fidelity interviewed couples across the nation, at times putting them on camera, to better understand the personal dynamics and behavioral challenges that may discourage them from taking steps to improve their financial situation. Aspects of those real and candid conversations were used to help create the dialogue for this new ad campaign.

"We've always known that talking about money can be difficult for people, and through our research we could visibly see the dynamic immediately change between couples when discussing their finances," said Claire Huang, executive vice president of marketing, Fidelity Personal Investments. "We think many people will relate to these ads, and be encouraged to talk more openly about their finances to help them better prepare for the future."

In fact, this week Fidelity launched a new research¹ study of boomers and pre-retiree married couples, which showed that the 23 percent of couples that discuss and partner in both day-to-day and long-term financial planning are more optimistic and better prepared heading into their retirement years. By contrast, couples who do not work together to discuss and plan finances are not as prepared, with 62 percent of these couples lacking important retirement plan elements such as life insurance, wills and estate plans.

To bring the new campaign to life, Fidelity's agency, Boston-based Arnold Worldwide, worked with Joe Pytka, one of the most influential directors of TV commercials. Pytka, who has over 5,000 commercials to his credit, is known as an industry visionary for capturing real life scenarios, making him an ideal choice to direct the documentary-style ads.

The multimedia ad campaign will initially involve rolling out three, 30-second television ads that will focus on the conversations between a married couple in their mid-50s, two best friends in their 40s and a grandfather and grandson. The first TV spot will debut on April 18 during Fox's "American Idol" and ABC's "Lost," with subsequent print advertisements to appear in publications such as The New York Times, The Wall Street Journal, USA Today, Time, and Forbes. In addition, the campaign will run online on Yahoo!, AOL and CNNMoney, and on streaming video programming on ABC.com, NBC.com and CBS.com.

Overall, the campaign will run during 18 prime-time network shows on ABC, CBS and Fox; a number of cable channels, including CNN, Fox News, MSNBC and ESPN; and in 10 top-tier print publications.

About Fidelity Investments

Fidelity Investments is one of the world's largest providers of financial services, with custodied assets of $3.0 trillion, including managed assets of $1.4 trillion as of February 28, 2007. Fidelity offers investment management, retirement planning, brokerage, and human resources and benefits outsourcing services to more than 23 million individuals and institutions as well as through 5,500 financial intermediary firms. The firm is the largest mutual fund company in the United States, the No. 1 provider of workplace retirement savings plans, the largest mutual fund supermarket and a leading online brokerage firm. For more information about Fidelity Investments, visit www.fidelity.com.

¹Fidelity Investments Couples Retirement Research Study. Online survey conducted between February and March 2007 by Richard Day Research. an independent research firm, with a national sample of 502 couples who meet the following criteria: Married couples with household income of at least $75k or investable assets of $100k or more; age 43 to 70; and plan to retire from their full time profession.

Fidelity Brokerage Services, LLC, Member NYSE, SIPC.
100 Summer Street, Boston, MA 02110