Zales: Let Them Look

Style is constantly evolving, shaped by those with confidence and who make it their own. For a new generation of buyers, that means redefining tradition on their own terms. Now, to introduce its customers to a new era of Zales, the brand announces the launch of a new campaign developed in partnership with Anomaly, titled 'Own It.' The hero films, 'Let Them Look,' play on the idea that while society may think it’s rude to stare, when you’re wearing jewellery that makes you feel like 24K gold, the attention is welcome. The hero 60-second spot is set on a train where an engaging game of 'pass the stare' unfolds. As looks are exchanged between passengers, the jewellery only gets more compelling. The line 'Own It' punctuates the end of the film and serves as a rallying cry for a new generation of jewellery lovers who aren’t afraid to own their personal style and make a statement.