Creative focuses on mutual jewelry obsession between specialty insurer and jewelry consumers
Protecting jewelry and the memories jewelry represents for over 107 years has made Jewelers Mutual Insurance Group a little obsessed.
This (very healthy) jewelry obsession is featured in their latest advertising campaign, “Jewelry Obsessed,” developed with Chicago-based creative agency Laughlin Constable, which takes a satirical journey into the reality of jewelry infatuation.
Among the campaign’s bevy of lovable characters, “Sarah,” a newly engaged woman, would prefer her engagement ring be front and center as a bridesmaid if it were socially acceptable. Her fiancé “Kevin,” who has evolved from geeking out about dinosaurs to memorizing diamond specs, finds it harder than he expected to part with the ring — even when giving it to his beloved.
“We get it. We love jewelry so much, we have a polisher for our polisher. We insure jewelry, and only jewelry. And that’s why people like Kevin trust us with theirs,” the 30-second commercial says.
While Jewelers Mutual’s obsession is protecting jewelry, the premise for the “Jewelry Obsessed” campaign came straight from the company’s consumer focus groups who noted the process of shopping for engagement rings and other jewelry takes time, attention, and can become an obsession. More importantly, the jewelry pieces they settle on become their ultimate obsession.
“Not surprisingly, our research shows most consumers are obsessed with their jewelry because of the emotional events their pieces represent, such as marriage, a special trip or a promotion," said Ken Murray, Jewelers Mutual vice president of digital and marketing. "But we also found that many jewelry wearers are simply not aware personal jewelry insurance exists, or that their homeowners' or renters' policies typically do not provide effective coverage.
"With this campaign, we are, in a fun, whimsical and relatable way, sharing consumers’ obsession with jewelry, because insuring jewelry is all we do.”
The annual campaign launched in January 2020 for consumers with the jewelry trade coming in early spring. It includes a full digital campaign, social, and select print. Below please find the assets including video links, still images and credits.
Here are video links to the “Jewelry Obsessed” campaign:
Full Campaign Playlist
Jewelry Obsessed
Kevin the Fiancé
Sarah the Bride-to-Be
Click here to view the print ads.
CREDITS
Client Credits
VP Digital: Ken Murray
Brand Marketing Manager: Tyler Krowiorz
Agency Credits
Chief Executive Officer: Mat Lignel
Chief Creative Officer: Lisa Bennett
Group Creative Director: Pat Laughlin
Executive Creative Director: Vince Cook
Sr Copywriter: Dana Kaphingst
Copywriter: Matt Portman
Art Director: Ruby Christenson
Chief Strategy Officer: Mark Carlson
Director, Strategic Planning: Tom Curtes
Managing Director HIVE: Chris Bing
Content Producer: Lynne Fraser
EVP Media: Vanessa Watts
Media Supervisor: Kevin Shanley
EVP Account Services: Susan Stearns
Sr Editor: Eric Arsnow
Editor: Frank Sigwarth
Editor: Travis Whitty
Director, Integrated Production: Ryan Duffy
VP – Integrated Production: Stacey Johnson
Account Executive: Charlie Murphy
VP Account Services: Kate Raasch
Production Credits
Production Company: Biscuit Filmworks
Director: Clay Weiner
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Shannon Barnes
Head of Production: Mercedes Allen-Sarria, Rachel Glaub
Director of Photography: Adam Marsden