Jewelers Mutual Gets Obsessive Over Its Insurance

We all know how it feels to fall in love. All we want is to protect the objects of our affection, adore them, and promise to build a life together. It would be heartbreaking if they got...lost in the gutter or at the beach. 

Of course, we’re talking about jewellery here. No one appreciates the special bond between a fiancé and their brand new engagement ring like Jeweler's Mutual Insurance Company, the category leader which has been insuring jewellery since 1913.

‘Jewellery Obsessed,’ the company’s first large-scale brand campaign, created in conjunction with Chicago-based creative agency Laughlin Constable, takes a satirical journey into reality of engagement ring fixation. ‘Sarah,’ a newly engaged woman who would make it her maid of honour if it were socially acceptable and drives by its house at night just to see if it’s OK. Her fiance ‘Kevin,’ who has evolved from geeking out about dinosaurs to memorising diamond specs, finds it harder than he expected to part with his ring - even when giving it to his beloved. 

“We get it. We love jewellery so much, we have a polisher for our polisher. We insure jewellery, and only jewellery. And that’s why people like Kevin trust us with theirs,” the :30 commercial says.

“Not surprisingly, our research shows that most consumers are obsessed with their jewellery because of the emotional events that their pieces represent, such as marriage, a special trip or a promotion. But we also found that many jewellery wearers are not aware that personal jewellery insurance exists, or that their homeowners or renters policies typically do not provide effective coverage,” said Ken Murray, VP digital at Jewelers Mutual. “With this campaign, we are, in a fun, whimsical and relatable way, sharing consumers’ obsession with jewellery, because insuring jewellery is all we do.”

The premises for the ‘Jewellery Obsessed’ campaign came straight from focus groups, who said that the process of shopping for engagement rings or other jewellery is time consuming and can become an obsession. “We knew how that felt, because we’d been there,” said Pat Laughlin, group creative director at Laughlin Constable. “The spots take a peek into those deep-down thoughts we might all have but don’t want to admit. But jewellery insurance is about more than a financial investment. It's about protecting the stories behind the actual piece and how those pieces represent you.”

Laughlin Constable teamed up with the production company Biscuit to shoot the spots with director Clay Weiner, who worked to make his obsessive characters larger than life but still lovable. Laughlin also obsessed over the look and feel of the campaign, partnering with design firm Sunday Afternoon to create a customised font and handmade lettering for headlines. 

The annual campaign will launch on January 2nd, 2020.