"Because I've been an exceptionally good girl, I deserve sweet nothings from Dolce & Gabbana Intimates to make my husband forget he's an accountant... and a tartine from SnAKS to fuel my shopping spree, a dress that's the height of chic from Elie Tahari and some flat boots from Jimmy Choo to keep me grounded, anything Marni and something Versace and divine peau de soie pumps from Roger Vivier that I can't get anywhere else."That might seem laughably over-the-top, but it's beautifully written to reach out and grab a woman's deep longing. It's a nice touch that the ad-character has a husband, but he's such a nonentity -- an accountant! -- that women with no men (to buy them presents) can fully identify.
And have you heard of the Right-Hand Ring campaign?
The marketing campaign has successfully appealed to women with female-empowerment pitches like: "Your left hand says you're taken. Your right hand says you can take over."Buy yourself a diamond ring. (I Freudian-slip-typed "diamond wring.") How do you palm that off as not pathetic? Well, have you seen the ads? They're mesmerizing.