American Century Leaves The Rat Race To Rodents

American Century Investments (ACI), a global asset management firm based in Kansas City, has released a new commercial in time for Father’s Day that demonstrates what it means for dads to “show up.”

The spot from Figliulo&Partners kicks off the company’s new “Be More Invested” campaign, which embodies American Century’s core beliefs and highlights how the firm approaches offering financial solutions for their client’s future needs.

Jonathan Thomas, CEO of American Century Investments, says, “The spot captures a mindset that we share with those who believe in going further, doing more and being ‘all-in’ on the things most important in their lives.”

American Century helps people get to their retirement happy place. The interesting part here is that the financial services firm is choosing to showcase the sacrifices made during the journey to financial security. The brand is saying enjoy the moments (and the struggles) along the way, which is a departure from the cocktails on the beach norm.

Masataka Kawano, one of the Creative Directors at F&P who worked on the campaign says, “When you care about someone or something, you give it all you’ve got. It’s a universal mindset that we can all relate to and one that American Century Investments shares.”