Shimansky Jewelers Ad Campaign Caters to Gold-Diggers
Jacqueline Parrish — October 3, 2009 — Luxury
References: shimansky.co.za & adsoftheworld
For the new Shimansky Jewelers ad campaign plays upon the purported shallowness of gold-digging women. The prestigious and pricey jewelery chain is known for its original designs.
The Shimansky Jewelers ad plays out a marriage proposal gone wrong. Apparently, after proposing to his girlfriend, the boyfriend presents her with an unworthy ring. The gold-digging spoiled-rotten shallow girlfriend then bolts, as fast as she can. The slogan: “It should have been Shimansky Jewelers.”
Personally, I am not a big fan of the Shimansky Jewelers ad campaign. It implies that men are only looking for trophy wives, and that women are only looking for the material things in life. And, if the only reason that you are with someone for what you can get out of them, then you are not only a dirtbag, but a terrible human being.
The Shimansky Jewelers ad begs the question; whatever happened to marriage based on love?
The Shimansky Jewelers ad plays out a marriage proposal gone wrong. Apparently, after proposing to his girlfriend, the boyfriend presents her with an unworthy ring. The gold-digging spoiled-rotten shallow girlfriend then bolts, as fast as she can. The slogan: “It should have been Shimansky Jewelers.”
Personally, I am not a big fan of the Shimansky Jewelers ad campaign. It implies that men are only looking for trophy wives, and that women are only looking for the material things in life. And, if the only reason that you are with someone for what you can get out of them, then you are not only a dirtbag, but a terrible human being.
The Shimansky Jewelers ad begs the question; whatever happened to marriage based on love?
Trend Themes
1. Marriage Proposal Experiences - Opportunity for brands to create unique and memorable marriage proposal experiences that prioritize emotional connection over material possessions.
2. Empowering Independent Women - Opportunity to celebrate independent women and challenge stereotypes by promoting self-love and personal empowerment in marketing campaigns.
3. Ethical Jewelry Brands - Opportunity for jewelry companies to market ethically sourced and socially responsible jewelry, appealing to customers who value sustainability and fairness.
Industry Implications
1. Jewelry - Disruptive innovation opportunity lies in creating innovative jewelry designs that prioritize emotional value and meaning rather than material value.
2. Advertising - Opportunity for ad agencies to develop campaigns that challenge stereotypes and promote inclusivity, empowering a wider audience.
3. Relationship and Dating Services - Potential for platforms and apps to provide resources and support for individuals seeking genuine connections and relationships, emphasizing the importance of emotional compatibility.
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