Little Blue Boxes for Everyone: Tiffany’s New Ad Campaign

The little blue box is jewelry icon Tiffany’s classic representation of love and affection. The timeless design has been intertwined into many love stories, and with the organization’s latest campaign, many more to come. Recently, Tiffany & Co.  launched a new ad campaign for engagement rings called, “Will You,” which features a love story previously untouched. It follows a homosexual couple, making Tiffany & Co. the first major jewelry brand to do so. And, according to ELLE.com, the men pictured are an actual couple living in New York City.

By taking this leap into a new kind of love story, Tiffany & Co. is taking a big step, but will the change be beneficial? For years, they have not included homosexual couples in their ads and have been successful, so what will happen now that the change has been made?  According to Linda Buckley, Tiffany’s vice president  of North American public relations, the change is beneficial, saying in a statement to ELLE.com, “Nowadays, the road to marriage is no longer linear, and true love can happen more than once with love stories coming in a variety of forms.” Now that the change has been made, Tiffany’s has opened up its brand to a whole new audience that loves the designs just as much as anyone else.

This monumental step is also making waves outside of Tiffany & Co. The lesbian, gay, bisexual, transgender, and queer (LGBTQ) community is still underrepresented in pop culture, especially in advertising. This ad allows LGBTQ couples to see themselves represented in the new form of Tiffany’s brand, which will have a major impact on the LGBTQ community's continued involvement with the company.

Tiffany & Co.’s ads in the past have depicted ideal images of love in settings that seem too good to be true. With this ad, however, that is not the case. The men pictured are a real couple and their actions in the ads are not just poses for the camera. By having this knowledge, consumers can filter through other ads and come to this one knowing it carries authenticity. Their real life romance makes the scene more relatable and ultimately more attractive to a widespread audience. Overall, with both of these changes, we will see many more little blue boxes in the years to come.

By Chloe Kasper