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D’Arcy Masius Benton & Bowles’ first TV effort for fledgling online finance magazine TheStreet.com escalates the Web site’s positioning as an addictive destination for information junkies.
Two spots targeting independent investors play on people’s “obsession” with the site. The first has site founder, financial columnist and TV personality James J. Cramer wandering around a deserted Wall Street on a Sunday. Skewed camera angles evoke the irreverent writing style of the site. A voiceover calls Cramer an “obsessed financial news junkie.”
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