Actor and Saturday Night Live regular Colin Jost is the star of Kay’s holiday campaign, which riffs off of the classic quest to find the right gift for the most important people in your life during the holidays.
“Sometimes, finding the perfect gift can feel like…an odyssey,” Jost says in the new Kay commercial, which starts with him standing in a cozy living room decorated for the holidays then shifts to a snowy tundra as he describes his gift-giving challenges.
“You have to journey past the ghosts of thoughtless gifts,” Jost says, scurrying past bow-covered packages—including an ancient exercise bike. “Across the sea of last-minute panic. Maybe a bird feeder? What do women mean when they say, ‘I don’t need anything?’”
A bearded Jost then cries out: “Will someone just tell me what to buy?” as if he is the Greek hero Odysseus struggling to perhaps find the perfect gift for his loyal wife, Penelope, upon his return from the 10-year Trojan War. Or something.
He then sees a necklace in the snow and says, “Oh? Jewelry? That makes sense.”
Kay, through Signet Jewelers’ “Grow Brand Love” lens, created the Jost commercial and holiday campaign with the stumped shopper in mind, says Signet chief marketing officer Lisa Laich. Signet brands have worked with Saturday Night Live stars, including Chloe Fineman, in the past.
“Colin was a natural fit for this campaign because of his sharp, relatable humor and his ability to find comedy in everyday situations,” Laich tells JCK. “Holiday gifting is something almost everyone can relate to, whether it’s the pressure to find the perfect gift or the fear of getting it wrong.”
In September, Kay debuted its rebranding campaign “Love All In.” It started with the 60-second short film featuring Charlie XCX’s song “Everything Is Romantic,” showcasing modern relationships and everyday jewelry occasions.
“Colin helped us bring those feelings to life in a way that’s entertaining and true to the spirit of ‘Love All In,’ which encourages people to stop holding back and show the people they love how they feel,” Laich says. “Ultimately, we want people to remember that the biggest mistake isn’t getting a gift wrong—it’s holding back from showing someone how much they mean to you.”
Plus, he’s Colin Jost. He’s funny. He’s charming. And he’s married to A-list actress Scarlett Johansson, so he may know more than one might expect in the wooing and gift-giving departments.
Laich says working with the comic was easy for those creating the campaign and prepping the commercial. The campaign will run across linear television and streaming services, as well as Kay’s Instagram and YouTube channels throughout the holiday season.
“Colin brought a great sense of humor and natural, relatable energy to the campaign,” she says. “The concept called for a balance of comedy and cinematic storytelling, and he was able to make the increasingly outrageous situations feel grounded in a very real emotion: wanting to find the right gift for someone you love.”
“Grow Brand Love” is about building deeper emotional connections between Signet brands and the people the company serves, Laich says. At Kay, she says “Love All In” brings that ambition to life by celebrating love in all its forms and encouraging people to express it wholeheartedly and without hesitation.
“Using humor to take some of the pressure out of holiday shopping, this campaign reinforces Kay’s belief that the most meaningful gifts come from going all in on how you feel. It reminds people that gift-giving isn’t about getting everything exactly right but about expressing love in a genuine and thoughtful way,” she says.
“This campaign demonstrates how Kay is evolving beyond traditional product marketing to champion the people behind every purchase. By reflecting real-life gifting challenges through humor and empathy, it celebrates customers’ stories, helps solve a common pain point, and reinforces Kay’s role as a trusted partner in life’s meaningful moments.”
Top: Comic and actor Colin Jost stars in Kay Jewelers’ new holiday campaign. (Photos courtesy of Kay Jewelers)
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