Forever Diamonds’ TV commercial opens with the camera slowly panning the floor of a couple’s bedroom. A woman’s clothing, undergarments, and shoes form a trail to the footboard of a large bed. All the while, screams of excitement and steel coils making rhythmic squeaking noises fill the room. One can only assume the couple is engaged in—wait for it—marriage. That’s right. The big reveal in the Philadelphia-based jeweler’s commercial is a woman jumping for joy on a bed after receiving a big, beautiful diamond ring from her now fiancé.
What’s interesting about the TV commercial is not only its seductive humor, but also the fact that it manages to include so many relevant marketing points in a brief 15-second spot. First, it’s a small jewelry store that took a big risk in airing an edgy and, perhaps by some standards, controversial ad. Second, regardless of the typical viewer’s comfort level with such material, the double entendre comes quickly, leaving people feeling a little sheepish for making a premature judgment. The store effectively uses humor to convey the message that Forever Diamonds is the destination for diamond jewelry worth jumping for joy over. See what industry video marketing guru Nick Failla says about Forever Diamonds’ video:
“How close can you get to the line without crossing it? The theme in this spot explores that question. This commercial certainly grabs the viewer’s attention quickly and holds it. An issue you will need to consider, however, will be: Does the viewer appreciate the humorous nature of this spot; or do they find it offensive?
“If you’re in a large metropolitan area or in any area in which you are experiencing a lot of competition, you may be experiencing a real challenge in getting noticed and therefore willing to take a chance on broadcasting a spot or campaign that is more edgy. However, if you choose to air something that may cause a stir in your marketplace, you may want to consider the following questions:
- 1. Is my marketplace one that is conservative, moderate, or progressive?
- 2. If a portion of my marketplace finds the spot offensive am I willing to risk losing that portion in hopes of gaining a greater portion of the marketplace that reacts positively to the campaign?
- 3. If a customer finds the theme to risqué and contacts your store about the spot are all of your employees prepared to handle this customer’s concerns in a way that you find acceptable?
“Best-selling author and marketing consultant Roy Williams has been quoted as saying, ‘Any message with the power to truly move people will move some of them in the wrong direction. You can’t have a big upside without a pronounced downside. To believe otherwise is wishful thinking. Few ads are written to persuade. Most ads are written not to offend.’
“It’s up to you to decide where the acceptable line to cross with your advertising themes exists for you and your marketplace.”
By Paul Holewa, http://www.jckonline.com