Gomes-Loew Neon Sign

It used to be the coolest thing any creative — whether art director or copywriter — could have was a Gomes Loew fire-engine-red neon sign.

Gomes-Loew Productions, founded by Dick Loew and George Gomes, was a TV commercial production house famous for their big-screen movie look and — to a copywriter at least — their technically tricky shots. (I remember one shot where, as they panned right there was a beautiful oak beam — needed I think for a cut — but as the camera moved back over the same area, the cut wasn’t needed and so, magically, the beam was gone.)

Dick Loew directed several of my TV commercials. They looked great then; they look great now. I remember a corner-office executive attended at least one of the TV commercial shoots. Working with Gomes-Loew for a young copywriter, was definitely big time.

Months later, one afternoon in the autumn someone called to check on the spelling of my name. “Grant, G-R-A-N-T” “What’s this for?” I asked. “A Christmas gift” they said. Neither the gift nor the giver was explained any further.

Some weeks later I got another call.

“There’s something for you, here at the front desk.”

“I hope it isn’t breakable” I said, clueless.

“I think it is breakable” the young lady said.

It was yes! my name in neon. A Gomes-Loew neon sign.

Though the sign was kind of cool, it wasn’t something a grown-up would have in their office, was it?

Yes, it is. For my boss, his boss and his boss’s boss all had these in their offices.

And often they were on, blazing fire-engine red in even the most brightly lit office.

Several years later, while arranging a hanging plant?, I moved my arm back and realized I had broken the most valuable thing in the room, maybe the apartment. My Gomes-Loew sign. I immediately had it repaired probably by the same company that had made it, located on the West Side of Manhattan.

“What was your sign filled with, buddy?”

“I don’t know. Neon, maybe.”

What color was it”


“That’s neon, then. If you want, we can fill it with other gases. Helium for green, or argon for blue. There are other colors too: white, pink, yellow, whatever you want.”

I considered refilling the sign with helium for a green St. Paddy’s Day look. Except then it would appear I had ordered my own fake Gomes-Loew sign, and I had not been given a Gomes-Lowe one. Then everyone I worked with would have commented that it wasn’t real. I really had no color choice: I had it refilled with neon.


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