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

Categories: Commercials

Guy and girl at coffee shop. Guy obviously has something special to give girl, but she won't look up from her fucking phone for one second to acknowledge that someone, someone probably very important, is sitting across from her trying to have some sort of meaningful interaction.

So, guy has an idea: I will just text her to pay attention to me, me this guy who obviously likes her well enough to spend a significant amount of cash on her.

And then she looks up and guy has a beautiful sparkling necklace for her because it's Valentine's Day, you ungrateful harlot!

Then the happy couple snap a shot of themselves on their smart phone because that's what you do when you are alive in 2014; you snap a picture of yourself and upload it to whatever your social networking site of choice is and you hashtag it with something stupid such as #ekbwk (which no one understands but you).

I am very rarely angered by advertising, I love cheesy commercials, but something about this one has struck a chord with me. We live in a horrible world if: 1) This is the new norm for our interpersonal relationships, 2) We hang out this much in coffee shops, and 3) This type of behavior is not only OK, but rewarded with shiny, pretty.

I wrote a post two weeks back about cell phone usage and how we need a celltervention. Some of you agreed, some of you didn't and some of you complained about something completely irrelevant, as you are wont to do. After watching this commercial, however, that a team of marketers most certainly brainstormed and pitched and compiled data about and then convinced Kay to spend big bucks to produce and buy expensive television advertising time, I am fully convinced that society is going down the tubes.

This is what advertisers think of us, people. They think that our attention spans are solely tied to our text messaging devices to the extreme level that we identify with a woman who can't be bothered to look up for two seconds when her boyfriend calls her name. Do you want to be that person? I know that I don't.

This Valentine's Day I am breaking up with my phone and making a date with myself, my good friends or my significant other cut free from tethers of the cell phone umbilical chord; I never want to be like either of the people in this commercial, nor do I want anyone to ever text me across a small coffee shop table... unless it's to make fun of someone else at the table with us.


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5 comments
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.

c5813
c5813

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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