When Van Kampen Investments asked us to overhaul their college savings fund branding, we started with an intelligent strategy: rather than the usual “invest in your child’s future” thought, we position the fund as a smarter gift than kids typically receive. The audience, grandparents and parents, often shower young children with toys and other gifts that don’t last. In this spot, a mother is explaining things to her husband. Turns out buying plutonium for your child online is ill advised.