BEE ADVISED

A pesky insect—not a diamond’s quality—is your only worry if you shop for an engagement ring at Schwarzschild Jewelers.

That’s the gist of a new television spot via Fort Franklin for the Richmond, Va.- based jeweler. The retailer recently tapped the Boston agency to craft a commercial based on Fort Franklin’s ongoing work for Shwarzchild’s sister company, Shreve Crump and Lowe, also in Boston.

The monochrome ad shows a man proposing to a woman in a picturesqe meadow. As she accepts the ring, the groom-to-be begins to gesture wildly, as if swatting a bee away. A voiceover says, “Every mastercut diamond is backed by a lifetime warrantee of value. So you know that when you buy a diamond at Shwarz-child, you have nothing to worry about except how best to present it to your one true love.”

The execution is designed to “broaden [Shwartzchild’s] audience in a nontraditional way,” said Marc Gallucci, founder and creative director of Fort Franklin.

Gallucci served as the spot’s director and art director; Pete Shamon was the copywriter.

The commercial breaks next week in local markets. Fort Franklin is also creating radio spots for the client.