Since 1958, Saxon’s Diamond Centers has brought high quality, designer jewelry to Harford County in Maryland. With three locations, they are among Maryland’s leading jewelry stores, recognized for their on-of-a-kind custom work, engagement and wedding rings, colored gemstones, modern timepieces, and popular designer lines.
Saxon’s Diamond Centers looked to stimulate bridal sales and emphasize that Saxon’s is the go-to store for bridal jewelry.
We determined that a 60-second commercial had the best opportunity to impact sales. We decided to take a unique approach, and tell a love story through dance and music. We went on location in Argentina to find the perfect tango partners, and wrote and produced a custom song. The idea behind the “Love is a Dance” spot was to connect with viewers emotionally, really illustrate the passion and love in this dance, and get them invested in the story of this couple. The emotion builds, and it’s only at the end that Saxon’s is mentioned. It served as both a bridal and a branding spot.
Saxon’s Diamond Centers received positive feedback from customers about the spot, and saw an increase in their bridal sales.