GSD&M Launch Zales Holiday Campaign with ‘Balloons’

By Erik Oster 

GSD&M has Zales’ “Let Love Shine” holiday campaign with the spot “Balloon,” featuring the surprisingly not terrible music of Lord Huron. I say “surprisingly not terrible” because of the band’s name, but the diamond store chain boasts that in 2010, it did help propel The Black Keys (not my favorite but certainly not terrible) to stardom by using their music in an ad (and newer indie darlings like Alabama Shakes in subsequent campaigns).

While jewelry commercials are sentimental by nature, this one tries not to be too cloying about it. It shows a man trudge across a snow-covered city to propose to his girlfriend by holding a bunch of balloons to get her attention and then take out the engagement ring. It’s kind of cute, even if it’s a little perplexing to not be in the same room for a proposal.


I’m not quite ready for the onslaught of holiday advertising yet, but I know what I hate, and I don’t hate this spot for Zales “Celebration” bridal collection. And that’s rare for a jewelry spot, especially one around this time of year. Credits after the jump.

Executive Creative Director: Jay Russell

Group Creative Director: Brent Ladd
CD/Writer:  Lara Bridger
CD/AD:  Will Chau
Producer from GSD&M: Monique Veillette
Assoc. Producer GSD&M: Tommy White
Line Producer:  Mark Walejko
Prod Company: Partizan
Executive Producer from Production Company: Sheila Stepanek
Director: John Dolan

Director of Photography: Ben Seresin

Photographer (Stills): Jeff Bowen of Bowen Ross Photography

Director/DP of Product Footage: Britt West of Venice Roadhouse Productions, LLC

Photographer Manager (Zales): Brett Johnson

Editing House: BEAST, Austin

Editor:  Sam Selis
Post EP:  Ron Rendon
Music Search Company:  Wool & Tusk, NY
Graphics: Mill, LA
Audio: Pony Sound
Colorist:  Adam Scott, Mill, LA

Online & VFX: The Mill, LA
VFX EP from the Mill:  Enca Kaul

VFX Producer from the Mill:  Kiana Bicoy

Experience & Insights: Priya Noel
Project Manager: Alicia Ross
Account Service: Coley Platt, Kristin Davis, Cat Snyder