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MajorsMar 03, 2016
For the holidays, Tiffany keeps it real
The retailer has unveiled its 2015 holiday campaign, which continues its recent focus on real-life relationships by featuring models alongside their own children, siblings or spouses.
This advertisement for Tiffany’s new “Joy Comes Out of the Blue” holiday campaign features model Brad Kroenig and his sons.
New York--This holiday season, Tiffany & Co.’s advertisements will continue to emphasize real relationships by featuring models alongside their own children, siblings or spouses.
The new ad campaign,“Joy Comes Out of the Blue,” references both the jeweler’s iconic blue box as well as the “genuinely spontaneous expression of life’s most important moments,” Tiffany said, capturing the moment when people present someone close to them with a Tiffany blue box.
Tiffany portrays these emotions using models with their own children, siblings or spouses in black-and-white images shot by renowned photographer Mario Sorrenti and styled by Edward Enniful.
The single- and double-page spreads feature a variety of pieces and gifts that might come in a blue box. Director Michael Hussman also worked with Tiffany to create a 60-second color film by that captures Christmastime in New York.
The images will run in print as well as across digital properties under the hashtag #ATiffanyHoliday.
The retailer’s two preceding campaigns--the launch of the re-tooled Victoria, Bow, and Infinity jewelry collections as well as the “Will You” engagement campaign--also celebrated the connections of real-life loved ones.
“The joy is not only in our blue box, but also in the deep feelings people share,” Chief Marketing Officer Caroline Naggiar said. “We so often emphasize the glamour and luxury of Tiffany, but we also enjoy a heritage at the center of life’s most meaningful occasions. Tiffany’s is not only the most anticipated gift to receive, but also the most coveted to give.”
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