• by Larissa Faw , January 2, 2020

Insurance company Jeweler’s Mutual is introducing what it calls its first large-scale brand campaign coinciding with the engagement ring/proposal season.

The “Jewelry Obsessed” creative, developed with Laughlin Constable, uses humor to suggest that people become overly attached to their jewels. As such, they would be wise to insure them with Jeweler’s Mutual.

In "Sarah," a male voiceover explains that the female character in the ad is so fixated on her ring that she would go to extreme lengths to show her appreciation, including marrying it and stalking it by driving by its house.

“The spots take a peek into those deep-down thoughts we might all have but don’t want to admit,” says Pat Laughlin, group creative director, Laughlin Constable.  “But jewelry insurance is about more than a financial investment. It's about protecting the stories behind the actual piece and how those pieces represent you.”

The agency also partnered with design firm Sunday Afternoon to create a customized font and handmade lettering for headlines for the print materials. 

The campaign launches today and includes social video, digital and print components.