Jewelry obsessions bring a couple closer in these single-minded insurance spots

There are plenty of options for insurance these days, and big campaigns spend years telling potential customers about all-in-one packages and one-stop shopping. But sometimes, the best results come from obsessive expertise.

That’s the pitch in an over-the-top campaign from Laughlin Constable for Jeweler’s Mutual, a company that only insures jewelry, like expensive engagement rings. In a loosely connected series of spots, Kevin and Sarah get engaged. Like many would-be fiancees, Kevin has done a deep dive on diamonds, with the same tunnel-vision he used to apply to guitar solos in high school and homebrewing post-college.

Once she’s said “yes,” Sarah is just as single-minded. When confronted with the choice between her gems or the family pet, the kitty loses out. (Don’t worry, the cat is fine).

An anthem spot highlights other obsessions, like first loves, doggie toys and the pursuit of scientific discovery. But they all pale beside the love of gold, gem-studded rings, fine pocket watches and jewels. The spots are directed by Clay Weiner via Biscuit Filmworks and are running in digital, social and print placements.