Mayors Is ‘Spectacular’ in JWT Creative

ATLANTA Mayors Jewelers has launched a $1.8 million regional holiday season campaign developed by J. Walter Thompson for the retailer’s diamond jewelry, the agency said.

Created by JWT’s Toronto office, the campaign uses “Be spectacular” as a tagline and includes television, print and outdoor elements. The ads will continue through the end of the year.

The TV spot shows a man leading his girlfriend outside to surprise her by giving her a convertible as a gift. He tells her the keys are in the glove compartment, where she finds a Mayors jewelry box with a diamond engagement ring. The ad is airing in South Florida and Atlanta on broadcast network programs including ER, Everybody Loves Raymond, Las Vegas, Lost, Desperate Housewives and CSI: New York.

Print ads will run in regional editions of national daily newspapers, including USA Today, and in consumer lifestyle magazines such as Allure, W and Vogue.

Outdoor signs are up in major markets throughout Florida and in Atlanta. The ads show exaggerated images of diamond jewelry. One advertises a diamond ring with the copy, “Not actual size; seems bigger on.” Another shows a pair of diamond earrings with the words, “She delivered your first child . . . now you can deliver twins.”

This is the second holiday season campaign JWT has created for Mayors, which has 23 stores in Florida and five in Georgia. During this time last year, Mayors ran a similar campaign tagged “Brilliance.” The success of that effort prompted the company to repeat it this season, the agency said.