The holiday lights and Christmas trees are safely packed away (for some, anyway), which means that it’s time to stress about Valentine’s Day. What makes the holiday of love such a pressured event? For some, it’s the task of securing reservations at that overpriced restaurant or finding a babysitter willing to sacrifice their own date night.
For others, it’s about finding the perfect gift, especially if you plan on bestowing a special piece of jewelry upon your loved one. The thought may count for something, but if you’re going to spend gobs of money on a ring imbued with lifelong promises or a timepiece meant to withstand generations, it may not be enough for the person just to like it; you want them to love it, to look upon it fondly for years, to obsess over how perfect it is. And if you’re lucky enough to stumble upon the ring of all rings, then you better find a way to protect it.
Jeweler’s Mutual Insurance Company appears to not just love, but obsess over the jewelry they swear to protect. In a new campaign called “Jewelry Obsessed,” the insurer leans into its deep abiding love—with the help of Chicago-based agency Laughlin Constable—by celebrating those who are similarly invested.
Sarah, for instance, is a newly engaged woman who is so entranced by her engagement ring that, according to the ad, “she would make it her Maid of Honor if it were socially acceptable.” And while some might find that level of devotion a little over the top, Jeweler’s Mutual shares in that passion.
After all, they have a polisher for their polisher. There’s no judgment here, and that’s the point: The campaign is about indulging in harmless obsession and finding the right professionals who understand just how much that ring means to the person showing it off every chance they get.
“Not surprisingly, our research shows that most consumers are obsessed with their jewelry because of the emotional events that their pieces represent, such as marriage, a special trip or a promotion,” said Ken Murray, vice president of digital at Jewelers Mutual. “With this campaign, we are, in a fun, whimsical and relatable way, sharing consumers’ obsession with jewelry, because insuring jewelry is all we do.”
VP Digital – Ken Murray
Brand Marketing Manager – Tyler Krowiorz
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 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
Production Designer: Jordan Worth