Nothing says you’re in the big league like a Super Bowl ad. Colenso has given Michael Hill two. The jeweller’s first ever global creative platform, ‘We’re for Love’, will lauch two television slots during the live coverage of Super Bowl XLIX.

The commercials will reach an audience most likely in the millions across both Canada and the Chicago area where Michael Hill’s North American stores are based. The commercials will also air in New Zealand and Australia on Sunday night.

The ads that were shot in New York declares Michael Hill’s love for love because, “It occurred to us that everything we do is for love”.

Nick Worthington, creative chairman, Colenso BBDO explained, “Love is one of the few universal truths so rather than travel the world to explore the subject of love we went to the city that the world travels to – New York. While we were there we walked the streets chatting with people about love and interviewed more than 1,200 people…

“…The stories they shared were deeply moving – and they were all very real and very honest. Just like love.”

Michael Hill International’s chief marketing officer, Joe Talcott, added, “We’ve taken a really different approach with this campaign and are very proud of what we and Colenso have achieved. Colenso have taken our brand DNA and translated into a strong visual and emotional experience.”

The campaign includes a series of TV commercials, print, social and online content that highlights real stories told by the people who have lived them and provided heartfelt answers to the question ‘what would you do for love?’.

“We are advocates of love, in all its forms. We’re dedicated to creating, growing and celebrating real love with real people. Every piece of jewellery we sell is an expression of love and our goal is to help people create more love in the world. We’re excited to see how people react to the ad as we believe everyone will find something that resonates with them,” Talcott noted.

Creative credits:

Agency: Colenso BBDO   

Creative chairman: Nick Worthington       

Executive creative director: Steve Cochran            

Production company: Webber Presents    

Producer:  Tom Claxton @ Webber Presents

Production company: Artifex Productions 

Executive producer: Lavanya Radhakrishnan @ Artifex Productions

Director: Magdalena Wosinska @ Webber Presents

Sound design: Shane Taipari @ Franklin Road