Goldman Sachs Wants You Regular Train-Riding Kind of People

Goldman Sachs has a new ad campaign for their Asset Management division! I’m not really sure why this is something they need to market. It’s probably less true in asset management but in Private Wealth Management, certainly, they inherit their clients, and it’s not like it’s a tough sell to sign up a few more millionaires at GS. The company makes them money! And even though their clients don’t like the firm necessarily, it’s not like they ever leave with their money. For where? Wachovia? Anyway the new campaign is pretty funny because, in this iteration, from their website, there’s a woman in cowboy boots — taking a train! (A very clean train, in a very clean station.) A woman who apparently used to sleep in something the poor people call “a bunk bed”? So yes, this is how they pimp mutual funds, to appeal to the aspirational set of the semi-average rich little people who, it appears, can also hustle in their own way into the big money tent.