Michael Hill creates ad for Super Bowl

Two Michael Hill International [NZX:MHI] ads will screen during the Super Bowl this weekend (Monday NZ time). Scroll down to see both ads.

A 30-second spot at the massive sporting event reportedly costs $US4-4.5 million.

The two ads will air during the game in Canada and the Chicago area where the majority of Michael Hill’s North American stores are based.

The campaign, "We’re for Love," was created by Auckland-based ad agency Colenso BBDO.

Michael Hill International chief marketing officer Joe Talcott says the "We’re for Love" uses "beautiful, poignant and thought-provoking stories of real love, told by the people behind them, to encourage people to think about the nature of love."

"We feel these people represent a cross section of individuals who we do business with every day in New Zealand, Australia, United States and Canada."

Mr Talcott says the campaign involved talking to over 1200 real people on the streets of New York but only 30 were selected to appear in the campaign.

He says the decision to invest in air time during the Super Bowl was made to get the Michael Hill brand in front of as many people as possible, in two of the company’s key markets: the US and Canada.

The TVCs will be supported by catalogues, online content, outdoor advertising, cinema, social media, in store signage and will appear in all Michael Hill International global markets.

The jewellery chain lifted first-half sales 3.9% as growth in its target North American market offset a weak Australian trading environment.

However, late last year profit fell 22% to $A25 million, or 6.43c a share, in the 12 months ended June 30, from $A32.1 million, or 8.24c, a year earlier.

The ad man's verdict

Advertising veteran David “Waldo” Walden says the ads are great work, especially because they avoid the cliché jewellery ads which usually feature a couple walking on a beach.

“It’s nicely executed and walks the fine line between emotional and schmaltzy,” he says.

“Love is a universal truth and it’s the most powerful emotion we have, it even beats laughter."

"It takes the high ground of linking the brand with the emotional driver behind buying a ring.”

The ad man says it’s great to see a New Zealand brand appear on the world stage ad the most significant advertising vehicle in the world.

“Take a bow Colenso.”

Ad playing in the Super Bowl - Chicago:

Ad playing in the Super Bowl – Canada:

cgibson@nbr.co.nz