McCartney is the Face of Fidelity

Paul McCartney, former Beatle, becomes Fidelity Investments celebrity endorser. At age 63, McCartney's purpose is to help convince aging baby boomers that Fidelity is the place to store their money,

McCartney is the first big celebrity endorser for the Boston firm, and analysts say it comes at a critical time for Fidelity.

According to a survey released by Pensions & Investments magazine, Fidelity is losing market share, and yesterday the firm fell to fifth from third among the world's largest money managers as other companies grew their assets faster. Meanwhile, Fidelity has come under scrutiny in recent months by federal securities regulators related to an alleged stock trader gift scandal.

McCartney makes his debut tonight on ABC, in a 30-second television commercial during the NFL football game between the New England Patriots and the Oakland Raiders. It is the first time the ex-rock star has ever given personal footage to an ad campaign.

The advertisement, is called, This is Paul," and it records McCartney's life, from his days as a quarryman, to Beatlemania, to fatherhood, and finally, knighthood.