Ah the cute kid in an ad that speaks to the parents of other cute kids, concerned with their finances, their son's future, college, retirement. Softens things up nicely. This kid's proud. Not ashamed to wear glasses. Shoves out his chest. Rock on with your bad self, cute kid.
This isn't heavy investment stuff for the Wall Street audience. They're pushing their "Office of Financial Education." "Knowledge is your greatest asset (TM)." Get smart about money. "We'll help you get smart. Because we're smart. And this nerdy kid with glasses is smart too...you can relate, right?"
A few years back Citibank, still dragging around that Travelers umbrella Sandy Weill hung around their neck, had a campaign that spoke in soft tones like this. Lots of white space. Funny, eye-grabbing pics. Simple messages. Feel good Banky-ness.
Oh but for the bank that a few years later would collapse under its own weight after not heeding the financial education it was peddling around through "organizations in more than 40 countries." This second reading of the ad then tells the story of the thin little kid with glasses who thinks he's hot stuff until the Big Bad Bully of Reality comes over and knocks him out cold.