Sanlam Investments is one of South Africa's biggest asset managers.

Understandably the local investment climate in South Africa is not ideal. With threats of global rating agency downgrades, a flat economy, very little movement on the JSE for the past 5 years and scandals like Steinhof plaguing the headlines - investors might be a little reluctant to invest their hard earned money in the local economy.

But change brings opportunity and in their latest TVC - Sanlam are suggesting that there has never been better to be an investor.

I don't think there is any doubt that investing your money for the long-term in technologies and future-focused ventures that will change the world is a good idea, the real question is; 'why would you do it through an asset manager like Sanlam?' In that sense then, the ad certainly sells the idea of investing, but fails to give a compelling reason as to why to consider the Sanlam Investments brand.

If you are looking to invest in tech of the future, there are far cheaper ways of doing just that. Off the top of my head I can think of at least 3 local ETFs that'll expose your wealth to a comprehensive basket of Fourth Industrial Revolution-focused ventures at a fraction of the price of active asset management.

So, great ad - but sadly lacking a defined and unique brand value proposition. I have no doubt that Sanlam are hard at work innovating their offering - it might be prudent for them to share some of that work as part of the good news they are seeing 'out there'.