Amanda Seyfried wears a piece of jewelry in a film about a hand-painted ornament
Luxury jewelry brand uses a film to celebrate family traditions, while its ambassador wears a piece of jewelry that is not priced.
The story
Amanda Seyfried is introduced as a Tiffany & Co. ambassador in a holiday film that explores family traditions and the emotional value of heirloom gifts, including a custom ornament inspired by the brand's design history.
Source: wwd.com
Our reading
Amanda Seyfried wears a piece of jewelry in a film about a family that passes down a hand-painted ornament. The ornament, which is not priced in the source, is presented as a meaningful heirloom, while the jewelry she wears is not described as expensive. It’s like a luxury brand making a commercial about a family that uses a thrift-store mug as a keepsake.
The film suggests that the real value of a gift is in its emotional history, but the absence of any price tag on the jewelry makes it hard to gauge the contrast between sentimental value and market value. It’s a little like saying a vintage teddy bear is priceless, then not mentioning how much it would cost to replace it.
Maybe the real message is that some traditions are for the rich, and others are for the rest of us. But the film doesn’t say that. It just shows a woman in a piece of jewelry, and a hand-painted ornament that’s not even signed.
