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H Samuel 'H Samuel Helps You Say It Better'

Agency: St Luke’s

Client: H Samuel

Mr Sparkle looks like a kindly old man, which is probably why H Samuel has enlisted him again to promote its “H. Samuel-Helps You Say It Better” Christmas ad campaign.

The magical jewellery expert has been hired to capture the “magic, warmth and joy of Christmas and highlight the history and heritage of H.Samuel.”

It’s the second outing for Mr Sparkle, who first appeared on our screens as brand ambassador last year in the jewellery chain’s ‘Sparkle Finder’ campaign.

The animated ads shoe Mr Sparkle diligently working through the night choosing from his lifetime collection of unique sparkles secreted in precious jars and carefully stored in his cavernous workshop.

The campaign includes a 30-second brand advert and four 10-second product-focused spots featuring products available at H.Samuel.

Jeff Jones H.Samuel brand controller explains that the ads were based on customer feedback, "We found consumers were both interested in and reassured by our history and experience - from a small shop in Liverpool in 1862, we have grown to 356 stores today because we understand the emotion behind real jewellery for real people, particularly at Christmas."

Mr Sparkle will also feature in point of sale brochures and internal communications in stores throughout the country and on the H.Samuel website.

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