To attract new prospects to invest with Vanguard, we wanted to add an emotional layer to the concept of “Vanguarding” and show that investing with Vanguard feels very different than investing with other financial service firms.One way to communicate this was to convey what it doesn’t feel like—dramatic, frightening and suspenseful, which are the very things investors have been feeling during today’s economically challenging environment.This led to the creative idea of parodying movie genres that represent those emotions, underscoring the premise that drama, horror and suspense are better experienced in movies and have no place in investing.