Tiffany Ad Campaign Earns Critical Acclaim
The ‘Will You?’ Campaign
World famous
jewellery brand Tiffany has launched a new advertising campaign focused on
engagement, but it is one featured couple in particular that has caused the ad
to go viral.
The campaign
features 7 couples at varying stages of their relationship, each accompanied by
a short paragraph set as questions, designed to highlight the many differences
in relationships. The campaign has gained exposure for the inclusion of a same
sex couple. Tiffany spokesperson Linda Buckley says the decision to feature these
two models was due to the fact they are genuinely dating.
dailymail.co.uk
This is the
first time such a couple has appeared in a Tiffany ad, and the move has been
praised by critics and customers alike.
The text
alongside reads:
“Will you promise to never stop completing
my sentences or singing off-key, which I’m afraid you do often? And will you
let today be the first sentence of one long story that never, ever ends?”
In an
official statement, the company set out the idea behind the campaign:
“Tiffany is excited to launch our new Will You? engagement campaign, reflecting a modern approach to love and romance. Nowadays, the road to marriage is no longer linear and true love can happen more than once with true love stories coming in a variety of forms. The Tiffany engagement ring is the first sentence of the store that a couple will write together as they create a life that is deeply intimate and exceptional, which is the message we hope to convey through this campaign.”
Of course
public opinion on this matter is still unfortunately divided, and some
customers say they feel put off by the ad. These voices are definitely the
minority however. The vast majority of those asked to comment responded with
positive statements supporting both the ad and same sex marriage.
One shopper,
by the name of Eileen Romulo, shared her thoughts with CBS:
“If Tiffany’s can make something like this, then maybe the rest of the world can slowly realize these are people and they deserve the same rights that we all have.”
The ad is
also perfectly timed, being released at a time when same sex marriage is fresh
in the minds of the populace, being recently legalised in 36 American states as
well as many countries around the globe.
searchman.com
However, USC marketing professor Lars Perner
suggests that the ad may not have gone down so well if it was produced by a
different company:
“It does help to be an upscale brand, upscale community, much more acceptance of the gay and lesbian relationship.”
Not only does the new campaign make an important social
statement, it's also an intelligent business move for Tiffany’s. The
widespread legalisation of same sex marriage is predicted to see a wave of
people from the LGBT community tying the knot, and Tiffany’s may have just
secured the market before it truly blossoms.
Sam is an aspiring novelist with a passion for fantasy and crime thrillers. Currently working part time as a content writer, he hopes to one day drop that 'aspiring' prefix. Follow him @SamAtSMF
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Tiffany Ad Campaign Earns Critical Acclaim
Reviewed by Unknown
on
Monday, January 12, 2015
Rating:
Reviewed by Unknown
on
Monday, January 12, 2015
Rating:
Unknown
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