What looked like tongue-in-cheek classified ads about UFO abductions in The New York Times and The Wall Street Journal were, in fact, the latest stunt from McAlvany Financial Group.
The precious metals leader, known for over 50 years of expertise in gold and wealth management, used the cryptic placements to generate intrigue around its “Wealth Insurance” campaign.
Created with Tennessee-based independent shop Fire Kite, the tiny ads leaned into old-school classifieds with lines like “GET UFO ABDUCTION INSURANCE BEFORE THEY GET YOU” and a phone number, 1-833-NO-PROBE. The only clue? A discreet McAlvany logo at the bottom.
Those who called the number were greeted with a surprise message from McAlvany CEO David McAlvany, who reminded listeners that while alien abductions might be far-fetched, protecting wealth is essential. He positioned McAlvany’s Gold IRAs as a form of “Wealth Insurance,” safeguarding retirement savings against uncertainty.
“No overt brand message. No mention of Gold IRAs. Just a cryptic headline and a phone number,” said Alex Goulart, Founder and Executive Creative Director at Fire Kite. “The lo-fi look was intentional – designed to stand out in such serious publications and spark curiosity. It’s an audacious way to create buzz and raise awareness for McAlvany.”
There’s also 60- and 15-second spots to go along with the playful print:
The stunt is the latest phase of the broader “Wealth Insurance” platform, which underscores McAlvany’s belief that the most important thing to insure isn’t your car, your home—or even alien encounters—but your wealth.
CREDITS:
BRAND: McAlvany Financial Group
Chief Executive Officer: David McAlvany
AGENCY: Fire Kite
Founder / Executive Creative Director: Alex Goulart
REELated:
Steve Buscemi battles Telstra in retro-futuristic ‘Scamageddon’
