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Smyth Jewelers will launch football-themed TV ads during Ravens game Thursday

An image from an upcoming Ravens-themed ad from Smyth Jewelers.
An image from an upcoming Ravens-themed ad from Smyth Jewelers. (Handout)

Baltimore-based Smyth Jewelers is playing up its marketing partnership with the Baltimore Ravens with the launch of two new TV commercials this week.

The 15-second ads, set to air during the Ravens pre-season opener Thursday against the New Orleans Saints, put a football twist on wedding and engagement themes.

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"Just a reminder, Smyth is the preferred jeweler of the Baltimore Ravens," a voice over says in one spot, in which a bride and groom are doused with a tub of purple Gatorade at the end the ceremony.

The other ad features a soon-to-be engaged couple running toward each other in a meadow and a surprise-ending tackle.

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"We wanted to have fun with these commercials knowing football fans are eager for the return of the season," Smyth CEO Mark Motes said in an announcement of the latest ads in a campaign that kicked off this summer.

The century-old jeweler hopes to elevate its brand with a stronger presence on TV, with an eye toward the upcoming holiday season, said Howe Burch, president of Baltimore agency TBC Inc., which created the ads for Smyth. The ads will run through the end of the year.

"They compete with the big-mall-based jewelers, Kay, Jared and Zales, all of whom have a very big TV presence, and they're national brands," Burch said. "Smyth is regional, and they want to compete with these guys...They have an advantage in the relationship with the Ravens."

The marketing agreement between the Ravens and Smyth, a sponsor of the Ravens Ring of Honor ceremony, has been in effect 12 years. But the TV campaign is the first to highlight the relationship, Burch said.

"We're just trying to have a little fun with a football take on love and romance," he said.

As the Ravens "official" jeweler, Smyth has its brand featured at Ravens games and in the team's advertising, and Smyth gets to use Ravens logos in its ads. The retailer also sells Ravens-themed jewelry at its stores, located in Timonium, Annapolis and Ellicott City.

Now that football season is approaching, expect to see Ravens-themed promotions from other retailers, too.

McCormick World of Flavors store at Harborplace plans to team up with the Ravens for four in-store events, every Monday this month from 5:30 p.m. to 6:30 p.m., starting tonight. The spice and flavorings store promises cooking demonstrations, ticket giveaways and visits from Ravens alumni players, including Michael McCrary on Aug. 17.

lorraine.mirabella@baltsun.com

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