Gearon Promotes Grolsch, Pietz

In its latest round of print ads for Grolsch beer, Gearon Hoffman casts Vincent van Gogh in the roll of pitchman. Separately, the Boston-based agency has advanced Jon Pietz to vice president and creative director.
For Grolsch, van Gogh’s famous self-portrait is used as the backdrop for one execution. The copy reads: “The same bold taste since the days when body piercing meant cutting off an ear.” Another ad features a painting by Peter Paul Rubens that depicts a knight in a suit of armor. The copy states: “Brewed to the same exacting standards since the early days of heavy metal.”
The executions use the tagline, “Master Dutch brewers since 1615,” which made its debut last year in Gearon Hoffman’s first work for the client. That campaign reintroduced the lager in the U.S. after several years in which the client did virtually no advertising for the brand, which is distributed by Seagram Beverage Co. in New York.
The latest effort seeks to underscore the craftsmanship that goes into brewing Grolsch beer by linking it to artworks by Dutch masters. Ads are running in consumer magazines such as Rolling Stone, Men’s Journal, Outside, Spin and George.
Marc Simon served as copywriter on the campaign; Lisa Linnemann-Courtney was art director. Bob Hoffman and Pietz shared creative director credits.
Pietz, who joined Gearon Hoffman last October and had served as associate creative director, was tapped last week to head up the agency’s creative department. Pietz has been de facto director of the department since late last year when Sharon Krinsky, who had been creative director for less than a year, departed Gearon Hoffman to take the creative director post at Hoffman/Lewis in San Francisco.
Prior to joining Gearon Hoffman, Pietz ran his own business, Brand-X, in Needham, Mass. He also worked as an art director at Arnold Communications in Boston, where his account responsibilities included regional McDonald’s co-op assignments, Fleet Financial Group and Nynex.