Vaulted, the leading precious metals investment app from McAlvany Financial Group, has launched a new advertising campaign, “Because Gold,” highlighting gold’s unmatched historical … read moreand cultural significance. Created by new independent ad agency Fire Kite, the campaign is fronted by the instantly recognizable figure of King Tut, underscoring gold's revered status both in pop culture and as a time-tested investment.
The campaign showcases gold’s enduring appeal, tapping into society’s cultural obsession with the precious metal—from the "golden parachute" in business circles to rappers flaunting "gold teeth" to the mythical "golden goose." While gold remains a symbol of success and luxury in pop culture, Vaulted’s “Because Gold” campaign serves as a reminder of its powerful financial role. The campaign is designed to engage viewers and spark curiosity about gold’s long-standing value, encouraging them to explore its benefits as an investment.
The campaign was created with a mixture of live action, stock footage and bespoke AI scenes. For the latter, Fire Kite tapped Amsterdam-based Studio AIdeal, founded by Jose Hernandez and Victor Morón, who earlier this year were featured in the Saatchi & Saatchi New Creators Showcase 2024 for their short AI film, “Nigerian Prince.”
Improv actor and comedian Chris Guerra was chosen to play King Tut - as well as every other character shot live for the spots, including the groom and explorer. Jumping between alter egos is familiar territory for Chris, who has acquired almost 800,000 followers on Tiktok in recent years for re-enacting people’s real Facebook Marketplace nightmares. Tim Anderson, Fire Kite Head of Strategy: “The decision to partner with Chris showcases Vaulted’s willingness to step out of the stuffy world of “financial hedges” and “diversification” and into pop culture to engage and entertain a tech savvy audience.”
Fire Kite also created the campaign landing page: vaulted.gold
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