Editors

3 Holiday Commercials That Get It Right

EditorsNov 30, 2017

3 Holiday Commercials That Get It Right

Editor-in-Chief Michelle Graff looks at how the new “Real is Rare” ads stack up against spots from Apple, the New York Lottery and Kay Jewelers.

20171130_The-reveal.jpg
A screenshot from “The Reveal,” one of the two new commercials from the Diamond Producers Association’s “Real is Rare” campaign. The commercials were shot in Berlin and, like the first two videos for “Real is Rare,” developed in conjunction with Mother New York.

A few weeks ago, the Diamond Producers Association debuted the two newest commercials in the “Real is Rare campaign: “The Reveal” and “The Other Party.”

For those who aren’t aware, the DPA is the mining company-backed association created in 2015 to promote mined diamonds, and “Real is Rare” is the marketing campaign launched by the DPA last fall to help fill the generic diamond advertising void created when De Beers, very understandably, pulled back.

Earlier this month, the DPA rolled out the second phase of the campaign with “The Reveal,” which premiered Nov. 16 during the Latin Grammy Awards on Univision, and “The Other Party,” which debuted Nov. 19 during the American Music Awards on ABC.

WATCH: “The Reveal” from the “Real is Rare” Campaign


DPA Chief Marketing Officer Deborah Marquardt told me in an interview last week that these new commercials were designed to appeal to a slightly older audience than “Runaways” and “Wild & Kind,” the first two commercials released under the campaign.

They also show couples in different life stages.

The couple in “The Reveal” is slightly older and married, and the viewer sees them coming home together after a party. In “The Other Party,” they are engaged and out together at dinner, holding hands under the table.

WATCH: “The Other Party” from the “Real is Rare” Campaign
{youtube}W_6dVzGGsuA{/youtube}
Marquardt said these two commercials will run into 2018 on TV as well as online, in movie theaters and out-of-home. There is a print component as well, starting with ads in People magazine. Retailers can access images from the campaign for their own use on the trade portal section of DiamondProducers.com at no cost.

I think it’s fair to say that the first two commercials for “Real is Rare” were met with mixed reviews in the industry. Some people loved them, some felt it too contrived (meaning it was trying too hard to be “cool” in an effort to appeal to a younger generation) or lacking appeal for middle America, while others were happy just to see commercials for diamonds on TV again.

As far as the new ads go, I have to be honest and say, in my opinion, they are a little “meh.”

I don’t want to step on the toes of my colleague Rob Bates, as I know he does a very well-received roundup of the best holiday jewelry commercials every year, but I do want to note a couple commercials
that, for me, evoke more emotion than the DPA spots.

First, I think Apple’s holiday commercial, called “Sway,” is incredibly romantic and touching, and does a nice job of marketing multiple products--Apple Music/iTunes, the iPhone and the company’s wireless earbuds.

Watch: Apple’s “Sway” Commercial
{youtube}1lGHZ5NMHRY{/youtube}
I might bump into a handsome gentleman on the street while listening to music on earbuds that also will not get tangled or caught on anything when I run? Sign me up for a pair, please.

As a cat lover, I also really enjoy the New York Lottery holiday commercial featuring the convenience store cat that drops down the shop owner’s chimney (with lottery tickets for him, of course). It’s not topping “Sweet Million: Sleepy Time” for me but, really, what could?

Watch: New York Lottery’s “Bodega Cat” Commercial
{youtube}7pyRpXmMeqY{/youtube}
“Bodega Cat” is sweet, cute, cozy and comforting; it screams holiday time. It also reminds me to buy lottery tickets for co-workers for the holidays while stoking the internal dilemma I’ve been wrestling with for years: I’d like to have a cat, but I can’t think of a good place in my apartment for the litter box.

As far as jewelry commercials go, my favorite among the ones I’ve seen is “Flying Blind” from Signet for Kay Jewelers, which is helping bring an end to my perpetual cringing over the retailer’s spot from a few years back featuring a grown woman who was scared of a thunderstorm. Just, no.

Watch: Signet Jewelers’ “Flying Blind”
{youtube}Lq08MrFQPQE{/youtube}
I like the music, the couple and the idea of having someone to go on adventures with, even if it’s just to Paris, Texas.

What commercials get a reaction out of you? And, what do you think of the newest commercials from the Diamond Producers Association?

Please leave your thoughts in the comments below or email me at michelle.graff@nationaljeweler.com.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

The Edit – A Gallery of Italian Jewelry Masterpieces Graphic
Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYC

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Judi Powers Jewelry Stella Earrings
TrendsOct 17, 2025
Piece of the Week: Judi Powers Jewelry’s ‘Stella’ Earrings

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Charles London, Mayer and Fran Udell, Mark and Candy Udell
IndependentsOct 17, 2025
From the Jazz Age to the Information Age: London Jewelers Turns 100

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (2) (1).jpg
Brought to you by
Protect Your Customers and Your Business

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Jeffrey Zimmer Reeds Jewelers
IndependentsOct 16, 2025
Retailer Hall of Fame 2025: Jeffrey Zimmer

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.

Weekly QuizOct 16, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Sothebys salon new bond street
AuctionsOct 16, 2025
Sotheby’s Introduces Custom Jewelry Service

The new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.

Oscar Heyman 2025 Holiday Catalog Cover
MajorsOct 16, 2025
Oscar Heyman’s Holiday Catalog Is Out, and It’s Spectacular

The holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.

ja_fall_2024_by_headshot_stories_6824.jpg
Brought to you by
JA New York Fall Is Right Around the Corner

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

Foundrae United in Love Campaign Imagery
CollectionsOct 16, 2025
Foundrae Adds To ‘United in Love’ Collection

The brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.

Kathy Corey
IndependentsOct 15, 2025
Retailer Hall of Fame 2025: Kathy Corey

Corey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.

Colorado jeweler Peter Damian Arguello
CrimeOct 15, 2025
Men Receive Lengthy Prison Sentences for 2023 Murder of Colorado Jeweler

Charles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.

Douriean Fletcher Messenger Collection
Events & AwardsOct 15, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MAD

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Logo for Timepieces at Luxury
Events & AwardsOct 15, 2025
JCK, Luxury to Debut New Watch Section in Vegas Next Year

Timepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.

Max Fawcett Claibourne Poindexter
AuctionsOct 15, 2025
Christie's Announces New Jewelry Department Leadership

The auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.

Schwanke-Kasten Jewelers, Tom Dixon
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom Dixon

As chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.

Katty Villapando Lyte and Mica Rencher of Shimmer LLC
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant

Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.

Cooper Flagg family at Day’s Jewelers
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper Flagg

The parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.

Pragnell Kitulo Garnet collection
SourcingOct 14, 2025
Pragnell Debuts Kitulo Garnet Jewelry

The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.

Astrid & Miyu 2025 12-Day, 24-Day, Solid Gold Advent Calendars
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent Calendars

The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.

Front of Marla Aaron porcelain Nymphenburg Lock
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

Alisa Bunger Frederick Goldman
MajorsOct 10, 2025
Frederick Goldman Names New VP of Sales

Jewelry industry veteran Alisa Bunger has taken on the role.

Feriel Zerouki, De Beers Chief Trade and Industry Officer
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.

Fabergé Imperial Winter Egg
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction

“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.

Kessler watch battery recycling program
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High

The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.

Katkim Men’s Collection Shadow Pendant Necklace and Anerise Signet Band
CollectionsOct 09, 2025
Katkim Launches First Men’s Collection

The line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.

Gemfields Rough Rubies
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11M

The rough on offer was recovered from a newer area at the Montepuez mine.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy