Forever Diamonds’ TV commercial opens with the camera slowly
panning the floor of a couple’s bedroom. A woman’s clothing, undergarments, and
shoes forms a trail to the footboard of a large bed. All the while, screams of
excitement and steel coils making rhythmic squeaking noises fill the room. One
can only assume the couple is engaged in—wait for it—marriage. That’s right.
The big reveal in the Philadelphia-based jeweler’s commercial is a woman
jumping for joy on a bed after receiving a big, beautiful diamond ring from her
now fiancé.
What’s interesting about the TV commercial is not only its
seductive humor, but also the fact that it manages to include so many relevant
marketing points in a brief 15-second spot. First, it’s a small jewelry store
that took a big risk in airing an edgy and, perhaps by some standards,
controversial ad. Second, regardless of the typical viewer’s comfort level with
such material, the double entendre comes quickly, leaving people feeling a
little sheepish for making a premature judgment. The store effectively uses
humor to convey the message that Forever Diamonds is the destination for
diamond jewelry worth jumping for joy over. See what industry video marketing
guru Nick Failla says about Forever Diamonds’ video:
“How close can you get to the line without crossing it? The
theme in this spot explores that question. This commercial certainly grabs the
viewer’s attention quickly and holds it. An issue you will need to
consider, however, will be: Does the viewer appreciate the humorous nature of
this spot; or do they find it offensive?
“If you’re in a large metropolitan area or in any area in
which you are experiencing a lot of competition, you may be experiencing a real
challenge in getting noticed and therefore willing to take a chance on
broadcasting a spot or campaign that is more edgy. However, if you choose
to air something that may cause a stir in your marketplace, you may want to
consider the following questions:
1. Is my marketplace one that
is conservative, moderate, or progressive?
2. If a portion of my
marketplace finds the spot offensive am I willing to risk losing that portion
in hopes of gaining a greater portion of the marketplace that reacts positively
to the campaign?
3. If a customer finds the
theme to risqué and contacts your store about the spot are all of your
employees prepared to handle this customer’s concerns in a way that you find
acceptable?
“Best-selling author and marketing consultant Roy Williams
has been quoted as saying, ‘Any message with the power to truly move people
will move some of them in the wrong direction. You can’t have a big upside
without a pronounced downside. To believe otherwise is wishful
thinking. Few ads are written to persuade. Most ads are written not
to offend.’
“It’s up to you to decide where the acceptable line to cross
with your advertising themes exists for you and your marketplace.”
Nick Failla
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