Grey New York Debuts First Work for Pandora

By Erik Oster 

Last week we shared “The Unique Connection” Pandora’s Mother’s Day online ad from Malling Publications in Denmark, which saw children identifying their mothers while blindfolded. Now Pandora has rolled out its Mother’s Day broadcast effort, the first work for the brand from Grey New York since winning lead creative duties in January.

The spot launches a new campaign entitled “The Art of You” with an ad emphasizing the brand’s jewelry as not just a Mother’s Day gift but “generation, marked in silver.” Three generations are represented in the ad, which cast a real mother, daughter and grandmother for the roles. As Adweek points out, the spot also makes an effort to highlight Pandora’s options beyond the popular charm bracelets. While it’s not free of cringeworthy lines (“laughter suspended in sparkle”), the ad marks a transition from the previous “Unforgettable Moments” campaign and, coupled with “The Unique Connection,” indicates a slight change of direction in the brand’s marketing going forward.


“Pandora has deep ties to charm bracelets that memorialize times and people,” Grey executive creative director Caitlin Ewing explained to Adweek. “What’s new here is we’re taking that heritage and bringing it into the future, where it’s also about self expression, ‘the art of you.'”