Thoughts about this 'progression':I get that! I love my mom, but I need a lot of space/distance from her. Growing up was rough to say the least. I agree that ads about luxury being handed down does scream privilege. No one in my family ever had luxury items to pass down.
This ad only bothers me because they use Jay Z. He is older than me and over 50! Insults my intelligence and my wallet. My daughters are not interested in him hawking Tiffany to them. I don't get this campaign. Who does LVMH think is paying for most young ladies 1st piece of nice jewelry?
I still like my local Tiffany sales lady, but this ad campaign with Jay Z needs to go. He does not represent youth. Middle age, yes, Beyonce too.
Marketing messages are in conflict. Lots of different ages love Bey, surely the diametric opposite tactic to the Not Your Mother's Tiffany campaign.
Don't know why JZ is in there except maybe they want to sell more to men, and he represents success in many ways. Men are apparently far more simple to sell to, they all love success (apparently). Didn't see many young guys in the NYMT campaign Don't they have mothers too?
What I used to love about Bey was her 'girl power' as part of a trio or diva solo . As part of a 'power couple' I find her a lot less interesting and her power somewhat diminished .
If ever there are two people that rep archetypal parents for 21 Century it's this couple. Perhaps they should have called it This is Your Mother's Tiffany, or He Put a Ring On It. Bey still rocks, but Tiffany's marketing need to get their act together, their messages are con-fus-ing, non-harmonious and out-of-step.
The backlash was interesting... Lady Gaga wore the same piece - never heard a peep from peeps. Enough said.