• by Larissa Faw , January 20, 2014

David's Bridal has just launched its first national advertising campaign since the retailer was purchased by private equity firm Clayton, Dubilier & Rice in October 2012. DeVito/Verdi, which has had the account for about six months, oversaw creative.

The concept driving the new campaign is that while weddings are a demonstration of commitment and love, the day is also about a pretty dress.

"It's not just fashion, but emotion," says Ellis Verdi, founder of the DeVito/Verdi agency. "This is one of the most important decisions [made by brides], and the trust factor is enormous. We are helping to deepen the engagement with customers."

This new campaign coincides with David Bridal's expansion beyond value-priced offerings to introduce higher-end items and a larger array of dresses.

The effort launched with two 30-second TV ads. "Luck" describes the various random encounters that brought a bride and groom together. The second ad, "Groom," shows the perspective of the male as the bride walks down the aisle. Print and radio ads will be introduced in the coming months.

There are a lot of women looking for bridal gowns right now. David's Bridal reports that one in three couples get engaged between Thanksgiving and New Year's Day. Some 60% of U.S. brides shop at one of its 300 locations.