This Kay Jewelers Commercial Makes Me Want to Punch Society in the Face

Categories: Commercials

Kay Jewlers
With the Valentine's holiday merely days away, it has officially become Kay Jewelers season. The diamond propaganda machine is working on overdrive to convince all of you men out there that the only thing that ever makes us gals happy is jewelry and lots of it. Every kiss, BTW, does begin with a pair of studs that conveniently fit into a piece of chocolate cake that your lady luckily doesn't bite into as most women do when handed a slice of Tiramisu but hesitantly slides her fork in to find... what... are those diamonds in my dessert?

As this is the age of bitching, one Kay commercial has gotten quite a few people into a tizzy. I will start there and then move onto my own gripe with the most recent Kay's ad that happens to be everything that is currently wrong with humanity.

Last week, Huffington post blogger Lori Holden verbally scolded the jewel giant for its commercial that highlights a successful adoption as reason to buy the wife a heart-shaped pendant. The commercial shows a couple waiting for their new baby, and to celebrate, dad gives mom a necklace. Then baby comes and yay!

Holden and slew of adoption advocates took offense to this line of advertising taking to their social media outlets to finger wag the jewelry store:

"Kay Jewelers, do you plan to design a smashed heart for the mothers who lost their babies ? This ad is extremely insensitive to all parties involved in an adoption."
"I found this commercial to portray an offensively stereotypical and unrealistic vision of modern adoption... the well-off white married couple sitting in the adoption agency, the healthy white infant, the birth parents comfortably nowhere in sight. This is not the face of adoption today."
among others.

I have not at all been through the adoption process and so I won't speak on whether this ad depreciates the process or offends those who have experienced it. I will say that as someone who went through several years of infertility, thinking about adoption as a hopeful and joyous process is a nice fantasy. Kay commercials are about happy endings; they certainly don't want to show an unsuccessful adoption where the birth mother wants her baby back after a week and the adoptees are left heart broken and empty inside as they take apart their newly purchased crib. Jane Seymour can't possible come up with an open heart representation of that scenario!

But I digress, if the commercial offends, it offends.

Now onto Kay's latest commercial that is not at all offensive; it just makes me want to punch the world repeatedly in the face.

This story continues on the next page.

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Noelle A. Perry
Noelle A. Perry

all kay commercials make me want to punch society in the face. because they're bullshit, and yet they're obviously effective.


When a woman doesn't look up from her phone on a date, isn't it the man's fault for being too dull?

Jamie Martin
Jamie Martin

Interesting. I get that annoyed with all of their commercials, but yeah, to be fair, I also dislike jewelry stores in general. I think the general message that women don't give a crap about men until they see that a man wants to give them some pointlessly overpriced object is pretty offensive to women. But every time I am unable to avoid seeing one of their commercials, this seems to be what it hopes to convey. Ick.

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