Gearon Spots Display Pioneer Spirit

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BOSTON Gearon Hoffman has launched TV ads for Pioneer Investments that play like ironic inversions of Apple Computer’s current campaign that contrasts a chubby nerd (a PC owner) with a cool dude (he owns a Macintosh).

Gearon’s spots, however, focus not on computers, but on investment management services. And in each execution, the more staid and conservative approach wins out.

In “Crossing,” two men in business suits prepare to cross a busy intersection. One man, representing risk, charges ahead and is nearly creamed by a bus as his briefcase goes flying, a single compact disc rolling across the pavement.



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