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Dreyfus Starts New Advertising Campaign With "Lion Rules"

The Dreyfus Corporation of New York announced it is running a new series of television and print advertisements using Dreyfus' lion icon and the firm's new "Lion Rules" of investing.

The television campaign began Oct. 4 and will run through mid-November in seven cities, the company said. The commercials will appear on Monday Night Football, The Practice, The Today Show, ER and other programs. The ads will also appear nationally during that same time period on several cable stations. The print campaign is scheduled to begin in November and December in several major national publications.

The campaign was created by Holland, Mark, Edmund and Ingalls of Boston which won the Dreyfus account in June. (MFMN, 6/28/99) Dreyfus' in-house ad team worked with the ad agency on the campaign.

The TV spots were shot in Africa and depict lions in their natural habitats. They are intended to symbolize today's investors. The "Lion Rules" include messages like "You Don't Have to Go It Alone" and "When You Move, Move Confidently," which are meant to link the lion's instincts with sound investing philosophies.