Cut to the Chase

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Company: Tyco, Pembroke, Bermuda Agency: Hill, Holliday, Connors, Cosmopulos, Boston Market: CEOs, investors Quick chase: When a faceless multinational conglomerate's best-known face is former CEO Dennis Kozlowski-who allegedly fleeced millions from the company-it's time to show a new face to the world. Under new management, Tyco takes a step in that direction with the kind of off-the-shelf corporate spot that we've seen before from companies such as GE. Such spots have high production values, are narrated by men with deep, serious voices and attempt to capture the breadth of the company's vast product line. Clue: We liked the spot well enough, but it may be too derivative. We'd need something totally original to make us forget the thought of $6,000 shower curtains when we hear the name "Tyco."
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