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.

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