Commerical concept
My Concept is a son has just returned home from buy his girlfriend an engagement ring from Orin Jewelers. He is having a conversation with his father about his visit to the store. In another room is his mother she is in the kitchen at the sink listening to the conversation the father and son is having. During the father and son conversation the mother is washing dishes, and looks down at her wedding ring and smiles. She can’t believe it’s been twenty years. At this point the mother has a flood of memories, of past Christmas, birthdays, and anniversaries, each flash back is a milestone in her life. When she is getting married, turning 30, celebrating anniversaries, and Christmas . During each flash scene there is the mother opening a Orin jewelers bag , and with each gift there is a smile and look of surprise on her face.
Description of the setting
Spring day, at a Victorian style home decorated in with contemporary furniture the interior in the home is in light browns, with bright spring flowers throughout the house, and candles are light. The mother is in the kitchen washing dishes looking outside the kitchen window, the father and son are not yet in the scene, however you hear their conversation. The camera stays on the mother as she smiles and listens and reflects on the last 20 years.
Specify Weather live action, animation, or stop motion will be utilized
Live action in the form of telling a story.
Suggestions for casting
Father character is a baby boomer upper middle class mid 50′s he has an all American hero looks like Cal Ripken Jr.
Mother character is also a baby boomer early 50′s is attractive and in shape. She also has an all American girl next door look. The mother looks similar to actress Sela Ward
Son character is in his mid 20′s attractive Shia Labeouf type character. Dressed jeans and a nice T-shirt and has a baseball cap on.
Suggestions for music / sound
Music is played during the flash back scene with mother, however it would be played faster than the original song is intending to give the scene a sense of time going by fast. The music played would be Memories of The Way We Where. Other sounds would be the front door opening, footsteps and running water.
Suggestions for television channels (based on identified target audience)
Since Orin Jewelers is a local Michigan based retailer I would run the commercials during peak local programming. An example of this would be during the Detroit Thanksgiving day parade, lead up to the Detroit Fire works ,and also run during local sporting events. I believe this would hit all three of our target markets. Baby Boomers, Generation X, Millennials.
Commercial Script
Memories 60 sec commercial
Father : So did you go where I told you too?
Son : Yeah Dad I went to Orin’s Jewelers
Father: Good. They took care of you right?
Son : Yeah Dad they sure did. They really know a lot about diamonds. Told me everything I needed to know about the 4-c’s on diamonds, and what to look for in a engagement ring. Did you know they carry name brand designers like Tacori, JB Star, and Mark Schneider? and Hearts on Fire Diamonds. They even offer me interest free financing for up to 12 months!
Father : Yep sure do. You know they have been in Business for 85 years, and are still owned by the Mazzoni Family .
Son: That’s a long time, they must be doing something right. Hey didn’t you buy mom’s ring there?
Dad: Yep, I sure did picked her ring out some 20 years ago. ….pause… She still as pretty as ever!
During this point of the conversation the camera is focused on the mother and the scene then changes to the flash back scene of 20 years of being married, and her family. The song played during the flash back sequins is Memories.
Back to the conversation with the father and son.
Son: So you think Katie’s going to be surprised? ( Wide eyed)
Dad: I am sure she will be. I know your mother was surprised. (Flash back to when he ask the mother for her hand. The ring is in an Orin Jewelers gift box.)
Son: Yeah mom does like a good surprise. ( son chuckles)
Dad: She sure does. ( father smiles)
Back to Mom in the kitchen, She is unaware that her son and Husband are now standing behind her because she is looking at her ring and remembering the last 20 years. She is snapped back to reality with a tap on her shoulder by her son.
Son: Mom you think Katie is going to like the ring? ( the ring is in an Orin Jewelers box logo is facing the camera with a 1 ct diamond solitaire ring in the box)
Mom: Katie’s going to love this ring. It’s beautiful! it’s going to be a wonderful surprise.
Dad: Kind of like this one? ( Father stand in front of her and hand her a Orin Jewelers gift bag)
Mom: What? oh know you didn’t? Did you go to Orin’s
Dad: Yep, I thought you might like an Upgrade.
Mom: Upgrade?
Dad: Just open the box.
Mom: Oh my you didn’t It’s it’s ……. Beautiful, ( mother smiles, and starts to tear up)
The mother opens an Orin Jewelers ring box, The ring has several small, medium and large diamonds. The mother looks at her husband with tears.
Wife: I thought you forgot?
Husband: How could I forget 20 years? you are my everything and besides I like to see you smile…you are still as pretty as ever. I love you.
Wife: I love you too.
Commercial ends with Katie coming in. The son fumbles, but manages to hide the Orin jewelers box and the mother and father are hugging . They all turn and look at Katie the son looks at Katie and with a big smile.
Katie: So what’s up?
Son: You will find out soon enough.
Camera zooms in on the Orin Jewelers box with a Diamond ring with Katie’s name on it.
Commercial ends with Orin Jewelers Logo We are the Jeweler you can trust Just ask your family.
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