Some rule somewhere states that holiday jewelry store ads must feature fictional model-like characters saying over-the-top romantic things while riding on horseback through a perfectly snow-covered field, setting completely unrealistic expectations for women everywhere.
Well, we broke that rule. For Helzberg, we wanted to celebrate real love between real people. So we had an idea: let’s find real, non-actory couples, separate them, turn on the camera, ask them questions about their relationship, and see what happens. Okay, so we had more of a plan than just that. But what resulted was pure fun. Especially among our first couple who was close to getting engaged.
And then we broke another rule, we invited more real people to join in on the real conversation, giving us even more real material for the next campaign.