Watch the Incredible Ad About a Woman's Second Marriage That Has India Transfixed

Jewelry brand's bravery

Weddings are powerful in advertising because they imply more than just the joining of two people—they signal the belief that we can attain, and deserve to attain, the happy ending. Of course, life doesn't end after a wedding, but for most people, the rest of the story can be summed up with "and they lived happily ever after." Conversely, when people don't see their story told in advertising, one of modern culture's most pervasive means of storytelling, they begin to feel as if they can't attain—or worse, aren't deserving of—that happiness.