Gearon Humanizes Search Site

“Arrows’ Points the Way in Direct Hit’s First Foray Into Television
BOSTON-Gearon Hoffman’s inaugural television effort for Direct Hit Technologies humanizes the search engine’s ability to find information based on the popularity of Web sites with users.
The client is spending $15-20 million on its ad efforts.
A 30-second spot dubbed “Arrow,” which broke nationally last week, makes creative use of white space and a large cast of performers who represent average consumers looking for information on the Web.
The actors careen from one side of the set to the other, alternately seeking data on “cargo pants” (they search while dressed in their underwear); “ski resorts” (they search on skis); and “backaches” (they search for relief hunched over).