Other Than Being Way Cheesy, Is This Adoption Themed Ad by Kay Offensive?
You have to hand it to Kay Jewelers – they are trying. Trying to become more “current”, trying to appeal to different audiences and clearly, trying very hard to sell their new Jane Seymour Open Hearts Pendant Collection.
And as hard as they are trying…they are seriously, seriously failing on so many levels with this awful new adoption-themed ad. In fact, the spot is so bad that for a few seconds, I honestly thought that it was an SNL parody.
Let me first say that I have never adopted a child and I won’t even pretend to understand what it feels like to adopt, to want to have a child and can’t etc. But this ad offended me.
I think we all know that it can take years to successfully adopt a child. You don’t just show up to an office and wait for a few minutes until someone presents you with your perfectly swaddled child (who incidentally isn’t crying, vomiting, pooping or screaming). All this while we hear Jane’s syrupy voice spewing out nonsense like, “If you keep your heart open, love will always flow in.” Mmmm – not always. Plenty of folks out there have hearts that are wiiiiide open and suffer through unsuccessful fertility treatments, failed surrogacies, botched adoptions etc. But wait – an open heart pendant will solve all that!
Alas, according to Kay, “Behind every open heart there is a story”. A story they aren’t really showing all sides of in their 30-second spot.
What do you think?