New Dreyfus Spots Emphasize Strength

Dreyfus has created its first new national TV campaign in six years, in an effort to highlight its longevity and strength amid allegations of improper trading that have affected other mutual funds, client executives said last week.

Three spots that break March 13 employ lions—part of the New York company’s logo for 50 years—to illustrate Dreyfus’ ability to seize opportunity. One shows a lion strolling through an empty room as a stock-market ticker tape runs along the bottom of the screen.