February 2007



Turn new money into old money.
Our financial experts will create the perfect solution to help grow your wealth and maintain it for generations to come. For more information visit

Advertising Agency: The Jupiter Drawing Room, Cape Town, South Africa
Creative Director: Livio Tronchin
Art director: Jamie Mietz
Copywriter: Jonathan Commerford
Photographer: Justin Polkey

Comments (12)

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mikelite's picture
Activity Score 1031

too bad it's literally showing the reverse of the tagline. If it was new into old then it'd be a bust of a skater kid, etc. the logic is completely off.

Killer Kowalski's picture
Killer Kowalski
Activity Score 394

Hey, he wears some crazy sunglasses! Doesn't help. I know...

budibud's picture
Activity Score 128

Can't get the logic of the copy.

Trying to retire ad-man

Rog's picture
Activity Score 6080

Agreed, Mr Lite.
V. confusing proposition.
Quippy executions but, what the... does it mean?!
Does anyone talk in terms of "old money" anymore?
Like to see the research!

>>>> That's not an ad. THIS is an ad.

me thinks's picture
me thinks
Activity Score 722

No-brainer. budibud, you're right.

chintan ruparel's picture
chintan ruparel
Activity Score 1516 took me long to get it it is -

by showing a pair of sunglasses, swanky watch n a new car in these old objects, they're mixing d new n old...

n old as in new money will b preserved 4 generations 2 come, so then it'll be old (in d preserved sense)...get it?

~ old habits die hard, older ones never do ~

Desi's picture
Activity Score 1042

Expect something better from Jupiter Drawing Room.

copycomoelcopi's picture
Activity Score 822

"old money" means a lot of money in south africa?

Dick Huges's picture
Dick Huges
Activity Score 937

nice try

Endeio's picture
Activity Score 270

This idea is not great. And yeah, I think it's strange to say "old money". Anyway, it's quite difficult and risky to be creative in a financial services ad, so I'll give it 5/10.

No fixed abode's picture
No fixed abode
Activity Score 380

New money and old money are still alive and well. Ever heard the saying "new money shouts, old money whispers"? Well you have now. This is a very good tagline. The executions are OK. The hard work has definitely been done but I feel like with such a strong platform they could have been better.

Endeio's picture
Activity Score 270

Thanks. Just said that cause I'm not english language native and in Portuguese it would sound strange.