That most British of institutions, the Investment Trust industry, is resorting to a cult French film director to sell itself to UK investors.
The AITC has hired critically acclaimed French director Gilles Mimouni, best known for his 1996 film "L'Appartement", to direct the first wave of television advertisements, due to kick off in October.
"L'Appartement" starred Vincent Cassel and Monica Belluci with a plot revolving around a young investment banker in search of a former lover, and earned Mimouni the tag of "the next Hitchcock".
The AITC will not divulge what Mimouni is charging, but he is not short of cash after he sold the remake rights for the Bafta award winning film to Paramount-based Lakeshore Entertainment for a rumoured 7 figure sum.
Investment trust companies have pledged more than £17m for the generic advertising campaign which will start with an IFA focused programme in September.
The advertising is designed to bring more retail investors into investment trusts.
An AITC spokeswoman says: "We were sent some examples of his work and were impressed. He was recommended by our advertising agency Radical."
AITC director general Daniel Godfrey initially wanted to raise £27m but was forced to scale back his planned advertising spend when many trusts opted not to support the campaign.