Ravens Partner Smyth Jewelers Launches Marriage-Themed Ads With Football Twists

Baltimore-based Smyth Jewelers is "playing up its marketing partnership" with the Ravens, as it plans to debut "two new TV commercials this week," according to Lorraine Mirabella of the Baltimore SUN. The 15-second ads are "set to air during the Ravens pre-season opener Thursday" against the Saints. A voiceover in one spot says, "Just a reminder, Smyth is the preferred jeweler of the Baltimore Ravens." In that creative, a bride and groom are "doused with a tub of purple Gatorade at the end of the ceremony." The other ad "features a soon-to-be engaged couple running toward each other in a meadow and a surprise-ending tackle." The ads will "run through the end of the year." The agreement between the team and Smyth, which also sponsors the Ravens Ring of Honor ceremony, has "been in effect 12 years." But Baltimore-based ad firm TBC President Howe Burch said that the TV campaign is the "first to highlight the relationship." 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" (BALTIMORESUN.com, 8/10).