Regional February 19, 2009 12:00 AM

This Week In Memorable Local Commercials: Airport Plaza Jewelers

This Week In Memorable Local Commercials: Airport Plaza Jewelers
Two weeks ago we introduced you to the first in our series of local commercials, and followed it up last week with another commercial featuring homegrown advertising.  Identifiable the moment they hit the screen, generally due to a marked increase or decrease in volume, we still like to think of them as, you know...unique.  Production glitches and financial restrictions aside, we salute their plucky spirit and catchy jingles.  

This week: Airport Plaza Jewelers.  Airport Plaza Jewelers is exactly what local commercials aspire to be; with a complete awareness of their budget, they go "substance" over style.  These folks understand how the human mind works, crazy as that may sound.  They're completely aware that waving a mannequin's limbs around is insane if you do it on the street, but if you do it for a commercial, your memory lives on forever.  Everyone in the market for some new jewelery says, "Should I check out that 'arm and a leg' place?" 

Airport Plaza Jewelers - 1  Half of this year's Super Bowl commercials - 0.  And for 1/300000 of the price.  With such low overhead (let's be honest, the shop itself looks like four telephone booths mashed together), they only end up winning with such memorable commercials.



This particular commercial is tame compared to some of the spots they've aired, but the formula remains the same - bizarre and memorable.
View image

Comments

Leave a comment

they definitely put out memorable commercials. just drives me crazy when the girl says 'vintage vatches' on the mr. gold commercial.

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

I always wondered if these types of commercials work. By 'these' I mean intentionally obnoxious commercials. I mute the tv or turn the channel when I see this come on. Sure I know the place exists now because the commercials air every other second but does that make me want to shop there? No, not at all. I assume intentionally annoying commercials work since there seem to be a lot of them. Anyone know if these commercials are effective in increasing sales?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Why is Buffalo Rising celebrating crass commercialism?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

In Cheektowaga, no less.

replied to Rondo
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

I never understood why someone like a jeweler would make themselves look so ridiculous. When it comes to buying gold and jewels, you should go to someone you can trust for thier professionalism. How can you be sure of the authenticity of anything you buy from a guy who sits behind a glass window in a photomat booth with manequin parts?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Besides that "old gold" doesn't lose its value, "vintage" watches have diamond parts in them.
~~~~~~~~~~
There is another way to acquire vintage jewelry and make one's self and one's family wealthy. Be a junk dealer who is willing to clean out an old person's attic for free! "There's (gold and diamonds) in them there (attics)"!!!
~~~~~~~~~~
For the very most part, we mute commericals.
~~~~~~~~~~
This family's business must have a low overhead by being in what looks like a tiny, uncomfortable cubicle. We don't buy anything from these people, therefore, the younger lady, if we wanted to identify her, would be known as "I buy it".
~~~~~~~~~~
This family had a Christmas commercial we muted but I did watch. I watched their human hands while amusing myself trying to guess what the family relationships are.
~~~~~~~~~~
I am guessing that since the two younger adults are not wearing wedding bands, they are brother and sister and the other two are the mother and father?
~~~~~~~~~~
Their newest ad was just on!!! Ugh!!! Does the daughter approve of the change???

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

thanks for your enlightenment crisa, but i understand why they want to buy vintage watches. I was simply saying she doesnt say vintage Watches but instead says vintage Vatches.

replied to Crisa
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Sorry. I understood what you meant. I meant to convey that old watches have hidden value every jeweler and junk dealer knows about.

replied to jamesbflo
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Isn't that location in Depew, not Cheektowaga and that is why the latest ad does not feature a pink flamingo?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

"Isn't that location in Depew, not Cheektowaga and that is why the latest ad does not feature a pink flamingo?"

Most of Depew is in Cheektowaga. The rest is in Lancaster. Crazy, right?

I think these fools are under the impression that their comically small building is part of their appeal, what makes them memorable, etc. The last time I went by there I saw that they actually occupy a storefront (of all things) in the strip mall, which they use for "arm and a leg productions"--I assume this is where they film their commercials.

replied to Crisa
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

I don't have a clue about that family or what is in that tiny plaza. We don't shop out thataway.
~~~~~~~~~~
Cheektowaga consists of Depew and Sloan. And doesn't that do a number on the tax bases of Lancaster, Depew, Sloan AND Cheektowaga?
~~~~~~~~~~
How many Cheektowagians think that Cheektowaga consists ONLY of a north and a south but no east or west? Or is Depew suppose to be west while Sloan is east???

replied to mycrows
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

The son films the ads, and is a personal friend of mine. He's not..."normal"...but neither am I. However, he's one of the sweetest, kindest people I know, and is ferociously intelligent: hence the "not normal" part. He's just *interesting*, and a hell of a lot of fun to hang out with. Haven't met the rest of the family, but based on the son they *have* to be pretty cool. Oh, and his hair's prettier than his sister's. :)

replied to Crisa
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Did you know that when young ladies go out into the world, especially to their first jobs, many times they purchase what appears to be a wedding band or an engagement ring just so that the guys won't bother them?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Seriously?

replied to Crisa
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

"Seriously" what? I don't know what part of what I typed you are asking about--but it is all serious.
~~~~~~~~~~
Just as I was typing about the jeweler family ad, on the TV up came a commercial that featured what looked like a stretched out **** (male for a chicken? it had a red wattle, I think--I glanced at the TV and didn't see it all).
~~~~~~~~~~
I have to wonder if the daughter appreciates being replaced by a ****???!!!
~~~~~~~~~~
What is interesting is that for all the times that family runs ads, I only saw that ****y one one time and no one else saw it at all...

replied to Matt Carlucci
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Can't wait to see the comments about
"Cricket on Grant, Baby"

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

ha....can't wait to see the comments on that one. Come on Dan, please make that one next.


Rondo, lighten up. Maybe it doesn't appeal to you, but it makes me and many others laugh to see how ridiculous some local commercials are. Every other city I've lived in has had the same local hacks and it is a small part of what makes a city lovable.

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Oh no, lets not even go near those cricket commercials.

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

The thing that bothered me most about this commercial was the sheer frequency of it. I couldn't walk by the living room without hearing "I BUY IT!"


The Cricket commercial are so annoying though too. "Cricket on Grant Baby! Cricket University Plaza Baby!"

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Is there not a Cricket in Batavia, baby?

replied to TranspoGuy
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Those cricket commercials are the epitomy of ghetto fabulous. Cricket girl by day, prostitute by night.

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

I am so sick of this commerical! It comes on all day every day. Is it really necessary to air the commerical that much? What they need to do is lower their advertising bill and get a bigger space. It is such a small and crammed space for the amount of people they serve. It reminds me of a pawn shop, like buffalo needs another one of those...

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

remember 'i'm the king'

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

HAHAHAHAHH!!! "I'm THA KING"! I totally forgot about that one! We should have a vote on which is the most ridiculous and award it with the "Crazy Eddie" trophy. This series of articles is hysterical! Lest we not forget that not taking ourselves too seriously is an integral part of being from Buffalo (and the surrounding areas).

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Crazy Eddie is in JAIL for a loooong time!

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

OHHHH! That's the first time I EVER got sensored!!!!!! That is NOT a dirty word though! It IS a male chicken and the name of an actual plant and it is in the dictionary as having those meanings!!!
~~~~~~~~~~
Its also the sound a rooster makes in the morning. So, can I say rooster and roostery?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

OK. I waited ten minutes for my next comment to appear. I DO NOT USE TRASHY OR FILTHY LANGUAGE YOU BR PEOPLE--where is my rebuttle? Where is your dictionary too?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Does anyone here know what the hell Crisa is talking about?

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Scott,
I cant understand 95% of Crisa's posts, i cant imagine anyone really can.

replied to Scott Norwood
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Is she a spam bot?

replied to NorPark
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

I wasn't going to continue commenting on this particular dopy ad, but, although I didn't see it myself, I heard that the jeweler family ran their newest ad often later in the day yesterday.
~~~~~~~~~~
Apparently, it says a lot for what that family thinks of both WNYers and their own image--and it also says that they read at BR.

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

BR is a public forum. It is not only on the best means of communication, the Internet. BR is a small but growing spot within the biggest spot of all, the world-wide Internet.
~~~~~~~~~~
It is not the same thing that complimenting or complaining by telephone or mail or even e-mail (if an e-mail address can be found)or stopping at the store to speak up would be.
~~~~~~~~~~
I am guessing that advertisers are still in the process of learning all that...
~~~~~~~~~~
And what they are learning is that what gets on the Internet stays on the Internet; on the very world-wide Internet, that is.
~~~~~~~~~~
BR is a much-visited local spot on the Internet. BR is not your daddy's...well, your daddy never dreamt of so much exposure!
~~~~~~~~~~
BR is not the only local spot, but, this locality of WNY needs one particular place to gather in cyberspace. Otherewise, there are too many.
~~~~~~~~~~
Trying to keep up with them all is like trying to pick out favorite stars in the sky; or like being permanently rivited to a computer...

Have a nice weekend ya all.

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

I won't be visiting Airport Plaza Jewelers. Their ads are ridiculous. To imply that their ad campaign is successful because people remember the commercials is equally ridiculous. Being familiar with the stupidity in the ads doesn't translate into choosing to do business there. A little professionalism would go along way. It amazes me that anyone would go there to buy anything.

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Thanks for linking to my video, BR. But why didn't you link to the uncut, unaired, unedited Special Edition?!

http://www.youtube.com/watch?v=20SYToct8O4

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Yeah baby!

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

If it's still on TV than it's still commentable:
.
A bunch of adults were talking about the ongoinggg ad of this jeweler family.
.
Someone wondered what their actual family name is. No one knew.
.
Someone else thought this family first started out in some sort of business in downtown Buffalo and whatever it was, it was newsworthy??? Someone else did remember something, but again, no one remembered what.
.
But no one listens to that ad anymore so no one pays atention to what the daughter says she thinks she is remembered as, although, everyone did wonder if that former daddy's little girl realizes she is now a lovely young adult who eventually might not appreciates being known as some sort of chicken girl...

And it is also time to upgrade that ad to a professional adult level, sort of like the one where everyones' ears are not offended by "Nice touch, Andrew."

Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Sounds like an enthralling adult conversation, even though no one could remember anything!

replied to Crisa
Score: 0 ( 0 votes ) Vote up Vote down Report this comment

Leave a comment

Buffalo Rising Poll