'Muscle' screams Schroders' latest ad, puffing the performance of its UK Mid 250 Fund. The ad features one picture of a headless male torso with a six-pack stomach and a separate headshot of the successful manager of the fund.

'The official line is that the fund is run by an ex-bodybuilder turned fund manager,' giggles one Schroders marketing executive. Somehow, the gleaming, muscled torso doesn't quite look like it belongs inside a fund manager's suit. Besides, we ask, whose exactly is the bespectacled head?