Jewelers Mutual Launches "Obsession" Ad Campaign

(IDEX Online) - Jewelers Mutual has launched its annual ad campaign. The latest campaign, developed with Chicago-based creative agency Laughlin Constable, is a satirical look into what the insurer calls the "reality of jewelry infatuation." 

The premise for the "Jewelry Obsessed" campaign came from the company's consumer focus groups who reported that shopping for engagement rings and other jewelry takes time, attention, and can become an obsession. 

In addition, consumers said the jewelry pieces they settle on become their ultimate obsession.

Among the campaign's characters is "Sarah," a newly engaged woman who 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," says the 30-second commercial.

"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. 

However, Murray noted, that many jewelry wearers are not aware personal jewelry insurance exists or that their homeowners' or renters' policies rarely provide effective coverage.