Benjamin Guttery
Founder, Third Coast Gems
In the late 2000s, the television market was shifting rapidly. Screens were getting larger, with more features, and each manufacturer had its own proprietary technology to sell. During this era, market share was king; whichever brand’s technology won out would likely become the world standard. In came the iconic Sony Bravia “Colour Like No Other” advertising campaign. It revolutionized modern marketing by utilizing vibrant, real-world spectacles rather than digital special effects. To showcase the screen’s precision and expanded color palette, Sony captured raw, authentic moments, such as 250,000 brightly colored bouncy balls cascading down the hilly streets of San Francisco and a massive explosion of multi-colored paint against a bleak concrete Glasgow apartment complex. This dedication to capturing physical, unsimulated brilliance perfectly mirrors the allure of the gemstone world, where luxury is defined by natural color and absolute uniqueness.
Rebecca Foerster
President, Hearts on Fire North America
One of my favorite ads outside the industry was the campaign created by Ed McCabe for Hebrew National hotdogs. Certainly not sexy, but oh so simple and clever, using the actual attributes that make the product different than other hot dog brands that consumers might perceive to be the same. Very clear, transparent messaging that ends with a twist that is unforgettable and makes the product honest [about] its reason for being more expensive, and at the same time, somehow cool. I just love it. I had the honor of working with Ed, and he was a genius with finding ways to make a product memorable and desirable, including luxury products like Volvo automobiles. Maybe this approach to promoting a product has merit even today. Can you see how it could apply to other categories near and dear to our hearts?
Bella Neyman
Founder, NYC Jewelry Week
The ads I absolutely loved and always paid attention to were for Absolut Vodka and “Got Milk?” I now realize both had a lot in common. Both campaigns delivered consistent messaging through smart and humorous copy, used bold graphics and great photography, and utilized collaborations with artists and prominent figures in politics and culture to feel especially relevant. Many years later, Absolut published a book featuring all the campaigns, because they became iconic. Additionally, through a colleague, I met the person behind the “Got Milk?” campaign, and it made sense to me why they were so smart. Ironically I don’t particularly enjoy milk or vodka, but those campaigns have stayed with me all these years.
Main image, from left: Benjamin Guttery, Rebecca Foerster and Bella Neyman. (Third Coast Gems; David Brown Photography; Alain Simic)
