The Financial Conduct Authority (FCA) aims to raise awareness of the risks associated with investment hype through innovative cinema advertising。It commissioned a unique ad linked to a new film about the GameStop affair, "Dumb Money."。

The FCA's ads are designed to help consumers understand the impact of hype on investment decisions and encourage them to take a closer look when tempted by online opportunities.。The advert is part of the FCA's ongoing "Invest in a Good Way" campaign。

The ad airs in "prime time" and uses the sensory deprivation of the theater to achieve the best results - the lights are dim, the screen is blank, and the dubbing is engaging。The voiceover begins with a "once-in-a-lifetime opportunity to make money."。The ad ends with the FCA's call to action, "Don't be fooled."。

FCA supports main ads through digital screens and geo-targeted display ads in cinema foyers, which are tailor-made for audiences who have been to cinemas, while also running ads in an online environment where target audiences research investments。This creates a connection with the audience before and after the film is shown, reminding them what they should do before investing。

The "Smart Investing" campaign encourages consumers to make more informed investment decisions based on their financial situation and risk attitude。

"Dumb Money" adapted from the true story of the GameStop stock price event。In early 2021, U.S. video game retailer GameStop found itself at the center of a speculative frenzy between large professional investors and small individual investors.。Under the prompting hype on the Internet message board, individual investors bought a lot of stocks, and professional investors who expected the stock price to fall launched a "David vs Goliath" battle.。

Driven by rumors, a large number of stocks change hands every day and share prices fluctuate wildly over several months, causing some investors, large and small, to lose money badly.。UK investors opened more than 1 million new trading app accounts in the first few months of 2021, half of which in January alone。