Valentine’s Day can be a great source of excitement for romantics. Sadly, it can also be a huge disappointment if their significant others are unable to meet their expectations of grandeur. Cartier further packed on the pressure with their ad below, playing the heartstrings of anyone romantically inclined.
In honor of Valentine’s Day, this spot tells the love stories of three couples. As they travel throughout an art museum, wander through the airport and run up and down a huge flight of stairs, the viewer is drawn in by the elegant storytelling and expert filmmaking. The ad comes to an end with creative proposals from all three gents and a happily surprised “yes” from each giddy gal.
This overtly obvious piece sells the story behind the jewelry and, like most branded content, feels more like a short film than an everyday commercial. If we hadn’t seen the beginning frames strongly resembling a title sequence, it could easily have passed as an inspirational video for the romantically-challenged.
By sharing three stories instead of one, Cartier was able to incorporate – and therefore showcase – three different rings. Valentine’s Day is the perfect time of year to show your loved one how much you care for them. Through this video, Cartier poses the question, “what says you love her better than an engagement ring?” And, by breaking the full video into two one-minute commercials, Cartier increased its versatility.
Do your Valentine’s Day plans live up to this fantasy? If not, we suggest steering your loved one clear of Cartier’s ad. Good luck!