Festive glamour is back; with this in mind jewelry brand  Olivia Burton has launched its debit advertising campaign showcasing its Celestial watches and jewelry.

The campaign entitled, “The Celestial Effect”, has been created in  partnership with London based media agency, The Specialist Works and will run on national TV channels.

The glamorous TV spot, produced by Toast TV, features a woman emitting a luminous, twinkling glow after putting on an Olivia Burton Celestial watch. The film shows her on her way to a chic festive birthday party where she then gifts a Celestial watch to her friend, only to see her experience the same luminous, otherworldly effect.

“The Celestial Effect” aims to represent this magical sense of confidence that people get from wearing great accessories. This ad conveys the message that Christmas is for gifting and giving but takes a subtle approach.

Having identified distinct Olivia Burton audience segments, The Specialist Works has planned this campaign to align with the different gifting audience behaviours. The national linear TV/BVOD campaign initially targets a segment titled ‘Planners’ who are typically more likely to purchase Christmas presents ahead of time. Over time the campaign will be modified to capture attention of the masses through the peak gifting period before shifting once more to reach the ‘Panickers’ (those last minute buyers!) as it draws closer to Christmas.

Alongside the film campaign, Olivia Burton is also developing a “Celestial” filter across social media and will be running the campaign across a variety of digital formats to extend campaign reach and drive activation.