You can’t miss iShares’ marketing campaign for ETFs if you live in London and take the time to look up as you walk around. The marketing campaign is slapped on the sides of buses and taxis, peers at you while you ascend tube escalators, and has taken over the front and backside of one of the capital’s free newspapers.
It’s a loud campaign, but it also leans towards the creative. Another part of the campaign – not the billboard-based bit – relies on a couple of pictures showing 14 sets of twins. The purpose, and it is a neat idea, is to show that “Not all ETFs are created equal”. You can see the point, sort of, although the imagery may perhaps be a little disturbing when you get past the initial surprise.
But the more pressing point is, what are all of these twins doing on the iShares campaign. Don’t they have jobs? How can they all justify the time? So indeed, we are not all created equal – if you are a twin you get to take time off work to be with your twin and many others. The truth is out.
