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.