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IndependentsFeb 29, 2016
Jeweler tackles new type of bridal commercial
Maryland’s Smyth Jewelers is getting ready for the start of the 2015 NFL season with the debut of two new commercials that offer a football fan’s take on romance.
A still from one of Smyth’s new commercials, meant to leverage the jeweler’s partnership with the Baltimore Ravens in time for the start of the new season
Baltimore--Smyth Jewelers is leveraging its partnership with the Baltimore Ravens in time for the 2015 season with the debut of two new commercials that offer a football fan’s take on romance.
Embodying the passion and spirit of fans of the Baltimore Ravens, a team that made it to the second round of the playoffs last year, the 15-second spots play on traditional wedding and engagement themes, poking fun at romantic stereotypes by combining them with the enthusiasm for the upcoming football season.
The television spots feature couples and wedding parties that are so overcome with excitement that the resulting reactions seem more suited for the football stands or sidelines.
In one, a bride and groom are doused with a cooler of Gatorade after the ceremony. In another, a soon-to-be-engaged couple is running toward each other in a field before a surprise ending where the woman ends up tackling the man.
The commercials will begin airing today during the Ravens’ first preseason game against the New Orleans Saints, and will run primarily during Ravens games and high-profile prime-time programming as well as local cable through the end of the year.
In leveraging its partnership with the football team to create these ads, the jeweler is aiming to elevate its brand with a stronger presence on television.
WATCH: One of Smyth Jewelers’ new football-themed commercials
Baltimore-based ad agency TBC created the two spots, which come as part of a bigger advertising campaign for the retailer, including the “How Big Is Big” spot that launched June 6 during the Belmont Stakes.
These newest spots were created as part of the larger Ravens sponsorship campaign, which includes television, radio, print, digital, promotions and an on-site presence at the team’s games.
Other campaign elements will launch later in the season, according to the company.
“We wanted to have fun with these commercials, knowing football fans are eager for the return of the season,” Smyth CEO Mark Motes said. “We are proud to be the preferred jeweler of the Baltimore Ravens and hope that these spots will bring laughter and added excitement to Ravens fans and Smyth customers.”
More than 100 years old, Smyth Jewelers has three showrooms in Maryland, in Timonium, Annapolis, and Ellicott City. The retailer has had a marketing agreement with the Baltimore Ravens for the past 12 years.
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