WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY
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Company: Signet Jewelers
    View Company Scorecard / Contact Company
Brand: Zales
Ad Title: We Believe
Business Category: Retail
Media Outlets: Television
Country: United States
Region: US National
Agency: GSD&M
Year: 2016
Target: Mainstream
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Theme(s)

Same-Sex Couples/Families

 Theme Breakdown

AdRespect Score: 
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"At Zales, we believe the world needs more love that lasts. Love that grows. Love that's worth -- waiting for." Then, a female couple is seen with a priest behind them as the wed. "Love that answers the kind of questions your smartphone cannot. That's a diamond kind of love."

Predictably, the misnamed group One Million Moms (which is actually fewer than 50,000 members) has opposed the ad and proven that the world still needs more love.

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