Viral Spiral: J. Foster Jewelers Commerical

Rob Baron, president of Final Cut Marketing, is at it again. Maumee, Ohio’s J. Foster Jewelers was one of Final Cut’s first clients to upload “Caught,” the
video of a woman who diverts her husband’s attention with sexual advances after
her clandestine attempts to find a gift of jewelry in his drawers. “Caught” has
received tens of thousands of unique views on YouTube. 

“Proposal” is another Final Cut Marketing creation that
hasn’t gone as viral as “Caught” but has still had its share of unique views.
And, once again, J. Foster Jewelers took an early initiative to upload it on
YouTube. “Proposal” has a YouTube-like quality to it with moving camera angles
and jumpy editing. With more than 5,200 unique views and counting, “Proposal”
is more guy-centric than “Caught”: A man makes an unannounced
visit to his friend’s house hoping to have a night of guy bonding watching a
sports game on TV. The uninvited friend interrupted his buddy’s soon-to-be
executed wedding proposal. In typical guy fashion, the friend swings a wrecking
ball dead center through the perfect romantic evening, and the funny ensues. See
what industry video marketing guru Nick Failla says about J. Foster Jewelers’
“Proposal” video:

“According to several reports featuring statistics on the wedding
industry, the average age of a bride in America is 25 to 27 and the groom’s an
average age of 26 to 28. Couples in this age group are part of Generation
Y, also called the Millennial Generation. It so happens that studies show
this particular generation responds very well to exciting websites and
humor. It seems that while our friends at Final Cut Marketing took these
reports quite seriously, their resulting commercials were hysterically funny.

“Members of Generation Y respond well to humor in marketing,
however, they are quickly turned off by clerks who display a lack of respect or
advertisements they perceive as phony. So it is important to remember that
spots like the ‘Proposal’ video are designed to make your brand more appealing
to your target bridal group and drive them to your store, once there they
expect to be treated seriously and find your showcases filled with the product
they desire.

“While this spot is fun and edgy, it is a safe bet for any
marketplace. It provides the opportunity to catch the attention of your
target market without being so edgy that you risk offending more conservative
customers because as this spot so aptly portrays, sometimes people can get the
wrong impression.”

Nick Failla