Durham, NC, November 5, 2018 — Jared® The Galleria Of Jewelry is embracing change in a big way this holiday season, with a bold, new campaign celebrating love and devotion in a world where commitment might seem old-fashioned but actually means more than ever to a younger generation.
The fully integrated campaign is the first by creative agency McKinney for Jared since their partnership began earlier this year.
The work, which breaks on November 5, bids farewell to the tagline “He Went To Jared,” and highlights Jared’s new brand statement, “Dare To Be Devoted.” This departure sets a new course for Jared in expanding its appeal to a younger group of consumers.
“We believe in challenging people to devote themselves to what’s most important to them,” said Alan Gravely, vice president of marketing and ecommerce for Jared. “For those who are already devoted, this will be validation. For those who are unsure, it’s an invitation.”
And in retiring its former tagline, Jared makes it clear that the jewelry retailer has an important message for millennials. They communicate this through the different faces of devotion we see in the work — especially with same-sex and interracial relationships. The campaign also celebrates couples of all ages.
The TV spots depict moments where couples are ‘daring to be devoted’ in ways in a departure from what might be considered traditional. Roles reversed, reimagined and reconstructed in moments of celebration both quiet and exuberant: a nightclub engagement; an unexpected moment of surprise in front of strangers; and a couple’s love creating a blended family in a morning campsite proposal.
“We wanted to create something that celebrates devotion in all its forms,” said McKinney Group Creative Director Jenny Nicholson. “The desire to commit ourselves deeply to another person is something we all share, even if the players in every story are different. It was an honor to help Jared express both a broader and deeper expression of love.”
In addition to TV spots, the campaign rolls out with an updated website, radio, social and digital executions, and signage and murals in stores that echo and reinforce the “Dare To Be Devoted” work.
About Jared® The Galleria Of Jewelry
Jared® The Galleria Of Jewelry, the leading off-mall destination specialty retail jewelry chain in the U.S., is operated by Signet Jewelers Limited, the world’s largest retailer of diamond jewelry. Signet Jewelers operates over 3,500 stores. For additional information on Jared® The Galleria Of Jewelry, visit Jared.com, like us on Facebook, Twitter, YouTube, Pinterest, and Instagram.
McKinney is, pound for pound, the most effective agency in America, with a consistent 16-year record of outpunching its weight at the Effie Awards since the agency began entering in 2003. Cannes, The One Show, D&AD, ANDY, CLIO and The Webby Awards have also recognized McKinney’s creativity. McKinney’s clients include Blacture, Sherwin-Williams, CarMax, Jared The Galleria Of Jewelry, Samsung, ESPN, DuPont, Crocs, Norwegian Air and Marpac. The agency also does pro bono work for Urban Ministries of Durham and the Ad Council/Dollar General Literacy Foundation’s No One Gets a Diploma Alone campaign. McKinney is headquartered in Durham, North Carolina, with offices in New York City, and is part of leading global communications network Cheil Worldwide. Visit mckinney.com to learn more and follow McKinney on Twitter, Facebook, and LinkedIn.
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Corporate Affairs at Signet Jewelers