Following the Tender Stories series, TOUS continues to focus on tenderness as a universal value, telling inspiring stories that connect with the consumer. The brand is breaking all the stereotypes associated with tenderness with the new Stay Tender campaign. In a fresh and dynamic tone, it is showing us that there are many different ways to experience tenderness, focusing on openly showing our feelings and our most tender side, and forgetting about the how and the why.
Emma Roberts, the young 28-year-old actress who has achieved great popularity by staring in numerous movies, such as Adult World, We’re the Millers and Nerve; as well as the American Horror Story and Scream Queens series, becomes the brand’s global image thanks to her ability to express emotions and her affinity with the core values.
Emma Roberts invites us to immerse ourselves in a story of tiny moments filled with excitement, fun and love, where tenderness is the common thread. The brand has opted for ordinary people rather than fiction as the focus of the commercial so as to preserve the essence of the moment. Stay Tender will be launched on April 1 on television, in cinemas, outdoor formats, in the press and on digital platforms, in over 50 countries.
A version of the classic Love Me Tender by Elvis Presley becomes the soundtrack for a commercial where music is a very special focal point.
The campaign’s creative concept is the work of the LOLA Mullenlowe agency and the commercial and graphics were created by Diana Kunst, who at the age of just 27 and with her unique style, manages to create one-of-a-kind atmospheres.
Rosa Tous, Vice President of TOUS: “TOUS has always been a brand closely linked to the creativity of emerging talent, something that we want to claim with this commercial and with the presentation as a new global image of a figure of international impact like Emma Roberts. At TOUS, we believe the world would be a better place if we all expressed our feelings without fear of being judged. For this reason, with this campaign we want to encourage people to find the best way to show their tenderness, using jewelry.”