David Reviews

 Biting the hand that feeds us since 2002.

James Allen
"So How Do You Know If A Girl Loves...?"
60s
7 January 2017
Israel Jewellery

This Israeli ad for jeweller James Allen explains just why potential fiancés need to be careful about choosing the sparkler they propose with... if she says 'yes' then literally everyone in her life will see it.

We're all thoroughly tired of ads in this category being set in Cheeseville, so it's very welcome to see one in the unfamiliar territory of comedy... and to such great effect. The 'judgement' aspect is a truth rarely seen in this realm. Ads generally focus on the woman's response to the ring, with the implicit notion that if she likes it, so will everyone else.

But who is 'everyone else'? By producing examples (and such diverse and entertaining examples at that), the abstract is suddenly made concrete and prompts a very real pause for thought in any man considering popping the question.

Of course, marriage is a traditional societal convention and the ad needs to accommodate that to avoid alienating its audience. It plays knowingly with stereotypes without giving in to them totally; ensuring it resonates with a wider swathe of people and making it damned clever into the bargain.

BUPA
"Dancing"

Miles said:

lovely performance


CLICK HERE TO SEE CLIP

QUICK SEARCH

James Allen
"So How Do You Know If A Girl Loves...?"
60s
7 Jan 2017
This Israeli ad for jeweller James Allen explains just why potential fiancés need to be careful about choosing the sparkler they propose with... if she says 'yes' then literally everyone in her life will see it. This ad is humorous and snappy, playing with stereotypes without giving in to them totally. Compelling work.


David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.