Kay Jewelers has been running their holiday campaign since November now, and I don’t know about you, but it makes my eyes bleed every time I have to see one of their god-awful commercials. The spots may be aimed at the guys out there, but ultimately, it's the women in the world who this stuff is for.
Here are the main messages I get from watching these spots:
- Our jewelry is special, and will help you create memories to for years to come.
- Doesn’t the woman in your life deserve it?
Yet message number three is in direct conflict with the above:
- It’s cheap.
What on earth does that say about your brand, and about the intelligence of your customers?
I don’t have a problem with the initial premise of these spots where some dopey guy thinks he’s scored big by getting his girlfriend/wife some diamonds.
I do have a problem with how the voice-over then goes on to tote how cheap these particular items are. Create memories that will last a lifetime, with Kay Jewelers. Sure- she’ll remember the Christmas when you got her some shitty diamond earrings for $99. But do you really want that particular memory embedded in her head?