A traditional destination for beer and automotive advertisers, this year’s Super Bowl was the launch platform for jeweller Michael Hill International’s new global brand platform, “We’re for Love.”
The New Zealand-based company, which operates more than 280 stores around the world, introduced the new platform during Sunday’s Super Bowl telecast on CTV, as well as a local spot in Chicago, where the majority of its North American stores are located.
In a release, Joe Talcott, chief marketing officer for the 35-year old company, said the Super Bowl was used to get the brand in front of as many people as possible in the key U.S. and Canadian markets.
The Super Bowl is traditionally the most-watched program in Canada, attracting 7.9 million viewers in 2014; in the U.S. this year’s game between the New England Patriots and Seattle Seahawks garnered a 49.7 rating.
Michael Hill is supporting the TV commercials with catalogues, online content, out-of-home, cinema, social media and in-store signage.
The 60-second Super Bowl ad was created by Auckland-based Colenso BBDO, using a series of “beautiful, poignant and thought-provoking stories of real love, told by the people behind them.”
The company talked to more than 1,200 New Yorkers, 30 of whom were selected to appear in the campaign. These people were asked about their experiences in love, and asked the question “What would you do for love?”
“It is designed to engage and provoke emotional responses, set against a backdrop of beautiful imagery and music,” said Talcott in a release. Talcott said that the spot is intended to represent a cross-section of its customer base.
Media Experts oversees Michael Hill’s Canadian media assignment. Last year, the company partnered with The Bachelor Canada to create an augmented reality experience for shoppers.
Michael Hill reported record revenue of US$483.9 million for the 12 months ended June 30, a 9.9% increase over the previous year. The company employs approximately 2,400 people.
