The Fidelity Frog?

On the heels of my last post about Super Bowl advertising (thanks for all the comments!), I have noticed a new development at Fidelity. Fidelity account holders may have noticed an unusual graphical addition to Fidelity.com in the past few days: A small frog icon.

The Fidelity Frog appears in two places: the navigation bar, right behind the "Contact Us" button, and on the Contact Us page itself, pointing at the link which says "Email a Rep."

Is this the new Fidelity mascot? Why have a frog? Does it make the site more fun to use for customers who happen to be under the age of 10? Does it suggest better service, investment advice, or retirement planning? Has Fidelity outsourced customer service to frogs in a foreign country? Is the frog going to replace Paul McCartney as Fidelity's new pitchman?

And why a frog, and not, say, a dancing dollar bill? Is it because "Fidelity" and "Frog" start with the same letter? They are both green?

Help me understand this one!

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