Dreyfus lion silently shares investing "rules"

In the crowded mutual fund market where advertisements often look like balance sheets, Dreyfus Corp. is making a bold statement with silence. The 48-year-old fund company features its longtime symbol, the lion, in ads that are not only numberless but also voiceless.

Framed by a suspenseful orchestral arrangement and text messages, the television ads show lions standing majestically and running gracefully in their natural habitat-a game preserve in Kenya where the 30-second spots were filmed. They close with one of two "Lion Rules": "When you move, move confidently" or "You don't have to go it alone."

Similarly, the full-page print ads emphasize savannah over returns.

"The ads capture the integrity of Dreyfus...