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CHICAGO Doner attempts to position Helzberg Diamonds’ burgundy gift box as a brand icon in a new holiday campaign for the retailer.
A television spot from the independent Troy, Mich., agency depicts the emotional reaction gifts in the boxes elicit. In the ad, a man picks up his gift at a Helzberg store as the song “Mojo Box” by Southern Culture on the Skids plays as a soundtrack. As he walks down the street with the box in plain view, various women passersby turn their heads in envy.
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