Most jewelry commercials suck. One common thread is dialogue that no one would utter, anytime, anywhere (“He totally went to Jared,” guys in Kay Jewelers commercials calling a “Leo” diamond by name). Most others have hackneyed story lines that would make a soap opera scriptwriter wince.
That’s why Zales’ holiday TV spots are somewhat of a diamond in the rough. Conventional wisdom says that jewelry spots should be targeted at women–and most should. However, with all the engagements happening this time of year, there’s definitely a case for spots targeted at men.
What does Zales get right? First, the actors look like people you might know. Most of the settings are also realistic–everywhere from the under the Christmas tree to a surprise on the street. And most importantly, the music is spot on: not a jingle. Not a Josh Groban/John Tesh/Kenny G hybird. Nothing, in fact, but the guitars and gravel that is The Black Keys. Great band. Great song. Good spot.