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Tiffany & Co.’s first engagement ad features real-life gay couple

Famed jeweler, Tiffany & Co. has launched their first ever engagement ad, and chose an alternative to the expected blushing bride and groom.

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Tiffany’s new ad takes a risk

In the last few years there has been amazing progress toward the acceptance of same-sex relationships. This month saw another great stride as the jewelry company, Tiffany’s, released an ad featuring a same-sex couple. What’s even better is that the two men featured in the ad are a real-life couple who reside in New York City.

Tiffany’s latest venture is to shine a light on the diversity found in couples. Their new campaign featured seven real-life couples, including the same-sex couple, who are all in the midst of getting engaged.

Read also: Honey maid responds to haters of their tv ad featuring gay couple

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The ad shows the two men sitting on the steps of an apartment building and features two engagement rings made specifically for men. The lovely bands are shown below an idea that reads, “Will you promise to never stop completing my sentences or singing off-key, which I’m afraid you do often? And will you let today be the first sentence of one long story that never, ever ends? Will you?”

Why Tiffany’s chose this route

A spokeswoman for Tiffany’s explained the campaign with, “Nowadays, the road to marriage is no longer linear, and true love can happen more than once with love stories coming in a variety of forms.”

She expanded by saying that a Tiffany’s engagement ring is “first sentence of the story that a couple will write together as they create a life that is deeply intimate and exceptional, which is the message we hope to convey through this campaign.” 

The ad went viral, struck gold

Unsurprisingly, this ad quickly went viral, getting a great amount of positive attention on social media sites such as Twitter and Tumblr. The excitement is very warranted and the campaign is a step in the right direction as well as a strategic financial move.

With more and more legality coming into play in terms of same-sex marriage there is an increasing demand for engagement rings that are suitable for every type of couple. Tiffany’s should be getting great business from the gay and lesbian couples who have been struggling to find the perfect ring.

This new advertisement campaign is an amazing way for Tiffany’s to kick off 2015 and it is only a matter of time before rival brands follow suit.

Click to view the ad in full size:
tiffany's ad

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Taylor Leddin

Taylor is a Staff Writer at The American Genius and has a bachelor's degree in communication studies from Illinois State University. She is currently pursuing freelance writing and hopes to one day write for film and television.

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TINA.org is helping the FTC crack down on Kardashian-esque influencers

(MARKETING NEWS) The Kardashians are just five of the seemingly endless amounts of influencers companies are using for marketing but TINA.org is over their tactics.

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Ellen Vessels
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A brand could find no better influencers than the Kardashians – the family who proved that you can get famous just for, well, being famous. Each Kardashian sister has an astronomical number of followers, making them obvious trendsetters.

That’s why brands pay the Kardashian sisters – Kourtney, Kim, Khloé, Kendall, and Kylie — tens of thousands of dollars a pop to post pictures of themselves on social media using their products.

Perhaps you find it hard to believe that the Kardashians stop by Popeye’s Chicken to grab a to-go meal before boarding their private jet. Regardless, the Kardashians, and the brands who pay them to pump their products, would prefer that you believe that these endorsements reflect the Kardashian’s actual preferences, rather than the paychecks they receive for posting them.

The Kardashians have been attempting to make their endorsements seem more “authentic” by totally disregarding Federal Trade Commission (FTC) rules that require influencers to disclose when their posts are paid endorsements.

In August of 2016, Truth in Advertising (TINA.org) filed a complaint about the Kardashians to the FTC, saying that the (in)famous sisters had “failed to clearly and conspicuously disclose material connections to brands or the fact that the posts were paid ads, as required by federal law.”

After receiving a finger-wagging from the FTC, the Kardashian sisters corrected less than half of the posts, generally by adding #ad to the post. The remaining posts, according to a recent TINA.org follow-up investigation, either have not been edited at all, or contain “insufficient disclosures.”

For example, some posts now read #sp to indicated “sponsored” – as if anyone knows that reference. In another tactic that also got Warner Brothers and YouTube influencer PewDiePie in trouble with the FTC, the Kardashians are posting their disclosure information at the bottom of a long post so that users will only see it if they click “see more.”

The Kardashians have also been posting disclosures, but only days after the original post. Considering that the vast majority of viewers comment on or like posts within the first ten hours after it’s published, most of them will never see the disclosure when it’s tacked on days later.

Some of the “repeat offender” brands, who came up both in last year’s complaint and in the recent review, include Puma, Manuka Doctor, Jet Lux, Fit Tea, and Sugar Bear Hair. This time around, the Kardashians have also failed to disclose sponsorship on posts promoting Adidas, Lyft, Diff Eyewear, and Alexander Wang.

TINA.org found over 200 posts on Instagram, Facebook, and Snapchat where products are promoted without the Kardashians letting on that their raking in big bucks in exchange. The organization has notified the Kardashians, the brands they represent, and the FTC.

The FTC has recently been cracking down on deceptive influencer marketing, targeting not only the brands, but the influencers themselves.

In April, the FTC sent letters to 46 social media stars reminding them of their legal obligations to disclose, and followed up with 21 letters in September warning the influencers that they had until the end of the month to disclose sponsorships, or face legal consequences.

“The Kardashian/Jenner sisters are masterful marketers who are making millions of dollars from companies willing to turn a blind eye to the women’s misleading and deceptive social media marketing practices,” says TINA.org’s Executive Director Bonnie Patten. “It’s time the Kardashians were held accountable for their misdeeds.”

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Business Marketing

Dove dropped the olive branch with new ad campaign

(MARKETING NEWS) With any ad campaign there will be misses but take a note from Dove’s playbook and learn how to not repeat mistakes.

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