Zales and Anomaly Court Stylish Zillennials with Bling-Filled Ads

Zales* has launched a new campaign developed in partnership with Anomaly in New York. The jewelry for sale at Zales today is featured prominently in the advertising.

The campaign is not high concept, but it is fashionable, dramatic, and it’s also clearly advertising (where  product and story are neatly intertwined).

The line “Own It” punctuates the end of the film, and according to the brand it serves as a rallying cry for a new generation of jewelry lovers.

Anomaly also helped Zales position and name a new product line, Whimly, featuring both fine and demi-fine metals, and a vibrant color palette. The new line is specifically designed to appeal to the brand’s new focus on Zillennials.

“I’ve always personally loved jewelry and appreciated it as an opportunity for any individual to really express themselves,” said Franke Rodriguez, CEO at Anomaly New York.

*Zales was founded in 1924 in Wichita Falls, TX. In the early years of the company, the Zale brothers instituted a credit plan whereby customers could pay “a penny down and a dollar a week,” making it easier for the American worker to purchase jewelry.