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Tiffany’s says ‘Joy Comes Out of the Blue’ in this year’s holiday ads

Tiffany’s has rolled out its holiday campaign under the tagline ‘Joy Comes Out of the Blue’ as it aims to highlight both its signature robin’s egg blue box and the moments of happiness that arise when someone unexpectedly receives a piece of Tiffany’s jewelry.

Created by Ogilvy & Mather, a one-minute film directed by Michael Haussman features a boyfriend battling New York City traffic, crowds and snow as he rushes to give his girlfriend a present wrapped in a Tiffany’s box.

The campaign also includes print elements that build on the jewelry brand’s continued focus on real relationships. Its fall ads featured pairs of real-life sisters and friends, and earlier this year it rolled out a print and TV campaign called ‘Will You?’ that starred a real-life gay couple.

Its holiday print pieces, shot by photographer Mario Sorrenti, are black-and-white spreads that feature models appearing with their own children and spouses. American model Brad Kroenig appears with his sons Hudson and Jameson in one, and Polish model Anja Rubik appears with her spouse Sasha Knezevic in another.

A third features brothers Elijah, Kieran and Braden Crothers.

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