Peoples Creates an Unexpected On-Air Proposal
Toronto agency Juliet helps jewellery brand create a live marriage proposal during a Toronto Maple Leafs telecast.
The first intermission of Monday night’s Toronto Maple Leafs/Boston Bruins game on TSN had an unfamiliar ring to it, courtesy of Peoples Jewellers.
With the help of its agency partner Juliet, the jewellery brand helped a Toronto man named Mike propose to his girlfriend Christina as the couple watched the game at home, courtesy of a commercial that aired during the first intermission.
Peoples had found Mike just two weeks earlier, through a social media call asking Leafs fans who were thinking of proposing to send some information about themselves accompanied by a short video.
Mike’s submission talked about his first meeting with Christina at a grocery store, as well as his hockey background, which includes coaching a youth team. Peoples helped Mike select a ring – which it provided – and recorded the proposal.
More than 737,000 people were watching the regional telecast, many of whom quickly took to Twitter to express their surprise and enthusiasm after the commercial aired.
“Does anyone know if that proposal during the Leafs commercial break was real?,” former Degrassi star Munro Chambers tweeted to his 147,000 followers. “If so…#legend @PeoplesDiamonds @MapleLeafs.”
“@PeoplesDiamonds just set the bar so high for every hockey fan #commercialproposal #lovepeoples” Tweeted another Toronto woman.
Juliet had cameras and a crew standing by outside the couple’s door in order to film Christina’s reaction and her response (she said yes), quickly turning the footage into a 30-second commercial that TSN aired during the third period.
“There’s nothing quite like a good proposal story,” said John McNamara, Vice President, Marketing at Peoples Jewellers. “And to see people take notice almost immediately, wondering if she said yes, reminds us of that. The idea of using traditional media for something as untraditional as this was exciting and had us all on our toes. We’re so happy she said yes.”
Oh, and it was also a good night for Leafs fans, as their team beat the Bruins 4-2.
— Munro Chambers (@The_Munro) November 27, 2018
— Maegan Makela (@maegmaija) November 27, 2018
Client: Peoples Jewellers
Chief Creative Officer” Ryan Spelliscy
Head of Client Engagement: Leanne Goldstein
Agency Producer: Jes Watson
Art Director: Nicole Nyholt
Copywriter: Darya Klymenko
Production company: HeydSaffer
Director/DP: Julian Peter
Editor: Julian Peter
Executive Producer: Cynthia Heyd
Executive Producer: Kevin Saffer
Line Producer: Maddy O’Shaughnessy
Production Coordinator: Adrian Cheung
1st Asst Camera: Clinton Asante
Sound Op: Rob Morrice