London-based AML Group has created a new TV ad for Vanguard, which gets customers showing the V-sign in support of the investment company.

The campaign, which also includes support from print, digital and outdoor posters, is based on the idea that Vanguard offers “V for value” – with services available to people from all walks of life.

The advert includes a retired couple walking in the mountains, a doctor, a businessman, a young family and more.

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Vanguard manages more than $6.2 trillion in global assets, offering over 400 funds to its more than 30 million investors worldwide.

The Vanguard’s Personal Investor platform was rated by Which? as its top investment platform for customer satisfaction and value.

Laura Curtis, Head of European Marketing at Vanguard, said: “Vanguard stands for value to investors and that is what we are hoping to communicate with this campaign.

As a people-first, mission-led business we want to highlight that Vanguard takes a stand for investors and we’re on their side.”

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Ian Henderson, CEO of AML Group, said:

“We wanted to communicate the ethos and personality of Vanguard to the millions of investors in the UK.

They deserve a fair deal and Vanguard provides them with real value.

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“From the distinctive soundtrack created from layers of ‘human-made sounds’ to the intimacy and directness of the ‘straight-to-camera’ approach this is a campaign that tells the Vanguard story and shows the UK investor who they are and what they do.”