Earlier this summer, McKinney won the Jared® The Galleria Of Jewelry business. And today, our new work for the jewelry retailer breaks just as the holiday season kicks into high gear.

The new campaign bids farewell to the tagline “He Went To Jared,” and highlights Jared’s new brand statement, “Dare To Be Devoted.” This departure sets a new course for Jared in expanding its appeal to a younger group of consumers.

And in retiring its former tagline, Jared makes it clear that the jewelry retailer has an important message for millennials. They do this through the different faces of devotion we see in the work — especially with same-sex and interracial relationships. The campaign also celebrates couples of all ages.

The TV spots depict moments where couples are ‘daring to be devoted’ in ways different from what was traditionally shown. Roles reversed, reimagined and reconstructed in moments of celebration both quiet and exuberant: a nightclub engagement; an unexpected moment of surprise in front of strangers; and a couple’s love creating a blended family in a morning campsite proposal.

“We wanted to create something that celebrates devotion in all its forms,” said McKinney Group Creative Director Jenny Nicholson. “The desire to commit ourselves deeply to another person is something we all share, even if the players in every story are different. It was an honor to help Jared express both a broader and deeper expression of love.”

In addition to TV spots, the campaign rolls out with an updated website, radio, social and digital executions, and signage and murals in stores that that echo and reinforce the “Dare To Be Devoted” work.

You can read more about the work and view the TV spots here.