After the Wedding, a Chilly Reception

Advertiser: Beverly Clark Collection

Agency: Benenson Janson, Los Angeles

Challenge: Pitch wedding accessories in a way that appeals to consumers and business customers.

The Ads: A series of four print ads features serene images of brides and wedding accessories. The copy conveys a sense of relief about a wedding gone smoothly. “The florist showed up early. The choir rang out like angels. And you hardly flinched saying, ‘I do.’ ” Another ad says: “The candles were luminous. The ring sparkled. And your mom even stopped crying.” Each ad ends with the tag line, “See, love does conquer all.”

Comment: These ads are sentimental, with an odd twist. Though her wedding has gone smoothly, the bride takes little shots at her groom and her mother-in-law. Another ad, presumably from the groom’s perspective, observes: “Your father actually forgot how much money he spent.” The ads start out suggesting that Beverly Clark champagne flutes, cake servers and other accessories are part of a perfect wedding. But the image is less than perfect. $$

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Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being highest.