• by Sarah Mahoney  @mahoney_sarah, November 5, 2015

Tiffany & Co. is hoping to add sparkle and shine to the upcoming holiday season, with new ads that center on its magical blue box and the happiness it brings. 

The holiday campaign is themed “Joy comes out of the blue,” and aims to capture the emotions people feel in giving and getting a gift in a Tiffany-blue box. In one spot, a young man races through a New York City snowstorm to deliver his gift. Another uses animation, revealing the blue box in such familiar locations as Central Park and Grand Central Terminal.

And in print ads, featuring models and actors with their real families surprising one another with Tiffany gifts. 

Ogilvy & Mather New York created the ads, and says the work builds on recent campaigns, including the launch of the new Tiffany Victoria, Tiffany Bow and Tiffany Infinity jewelry, which focus on the emotional connections between people rather than just the baubles. And the ads will also run across social and digital channels, with the hashtag #ATiffanyHoliday.

While a recent study from the American Affluence Research Center finds that Tiffany continues to be the most recognized jewelry name among American millionaires, and the one they are most likely to purchase this holiday season, it hasn’t been easy for the retailer of late. International tourists shopping at its New York City flagship are a major revenue source, so the strong dollar put a crimp in its numbers, with sales in its most recent quarterly results flat in its most recent quarterly results. And net earnings for that period fell 16%, in part because of increased marketing spending.

"We entered this year expecting translation and tourism-related pressures on sales and earnings from the exceptionally strong U.S. dollar, as well as challenging economic conditions in certain markets,” its CEO said in that release, calling the effect more significant than expected. “We are pleased with responses to new designs, including our Tiffany T jewelry and CT60 watch collections, and are excited about upcoming additions being made to bolster sales across jewelry categories and price points.”