Pandora Releases First North American TV Ad

There’s no denying it: Pandora is a major force in the jewelry business and it’s about to become even more major. On Nov. 11, the Danish brand released its first-ever North American TV spot. Dubbed “Charmed Holiday,” the 30-second commercial provides a romantic snapshot of a couple from the point when they fall in love to when they start a family, while singer-songwriter Joshua Radin’s “The Greenest Grass” provides the mood music.

Created by Baltimore-based GKV, the production was shot in October in South Pasadena and Venice Beach, Calif. The spot shows a man and woman celebrating their love, with Pandora jewelry as an ideal gift for many occasions.

The spot will air in Canada and the U.S. from Nov. 11 to Dec. 24 during the Today show, Good Morning America, The Voice, The Amazing Race, and other programs.

One charming scene, featuring the brand’s iconic frog prince charm, was nearly nixed. “It was added to the shot list last, and we nearly ran out of sunlight before squeezing it in—that’s why we shot with the car headlights,” a Pandora rep tells JCK. “We are grateful that the director Jaci Judelson was able to capture it!”