This is one of those commercials I had to talk about. Kay Jewelers features their Neil Lane collection and simply warms your heart.
The commercial shows a man asking permission to marry a woman named Julie. Then, it pans to a boy, Julie’s son. A narrator reads, “you’re not just marrying her. You’re marrying her whole world.”
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To get to that beautiful commercial, a strategy was created. This probably revolved around something like:
marriage creates families
Marriage brings two people together – but it also brings two families together as one. While you marry one person, you also vow to join your partner’s family. Marriage bridges two groups of people into one large family, meaning his/her family becomes yours.
Kay Jewelers uses this insight to build the strategy of uniting families through marriage in this touching commercial.