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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.

Written by RaChaCha


RaChaCha is a Garbage Plate™ kid making his way in a Chicken Wing world. Since 2008, he's put over a hundred articles on here, and he asked us to be sure to thank you for reading. So, thank you for reading. You may also have seen his freelance byline in Artvoice, where he writes under the name his daddy gave him [Ed: Send me a check, and I might reveal what that is]. When he's not writing, RaChaCha is an urban planner, a rehabber of houses, and a community builder. He co-founded the Buffalo Mass Mob, and would love to see you at the next one. He represents Buffalo Young Preservationists on the Trico roundtable. If you try to demolish a historic building, he might have something to say about that. He is a proud AmeriCorps alum.

Things you may not know about RaChaCha (unless you read this before): "Ra Cha Cha" is a nickname of his hometown. (Didn't you know that? Do you live under a rock?) He's a political junkie (he once worked for the president of the Monroe County Legislature), but we don't really let him write about politics on here. He helped create a major greenway in the Genesee Valley, and worked on early planning for the Canalway Trail. He hopes you enjoy biking and hiking on those because that's what he put in all that work for. He was a ringleader of the legendary "Chill the Fill" campaign to save Rochester's old downtown subway tunnel. In fact, he comes from a long line of troublemakers. An ancestor fought at Bunker Hill, and a relative led the Bear Flag Revolt in California. We advise you to remember this before messing with him in the comments. He worked on planning the Rochester ARTWalk, and thinks Buffalo should have one of those, too (write your congressman).

You can also find RaChaCha (all too often, we frequently nag him) on the Twitters at @HeyRaChaCha. Which is what some people here yell when they see him on the street. You know who you are.

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