• by Larissa Faw , November 9, 2018

He isn't going to Jared anymore. The jewelry retailer, as part of its first work under new creative agency McKinney, is retiring its famous "He Went To Jared" tagline to reflect its changing consumer.

Men aren't the only ones buying jewelry and women shouldn't wait for them to bring gifts home. 

The new creative, "Dare to be Devoted," still suggests commitment matters, but the ads communicate this through the different faces of devotion, including same-sex and interracial relationships, as well as couples of all ages.

Sample the work here, here and here.  

In addition to four TV spots, the campaign rolls out with an updated website, radio, social and digital executions. signage and murals in stores echo and reinforce this new "Dare To Be Devoted” work.

In addition to greater emphasis on social media to engage a millennial audience, Jared is also increasing its participation in national college football media buys. 

Jared has spent $21.5 million on advertising during the first six months of this year, though the company tends to invest more during the holiday season when more people get engaged.

Last year, the retailer's measure media spending totaled $80.3 million, according to Kantar Media.