Founded in Trenton, New Jersey, Hamilton Jewelers was established in 1912, and a legacy of tradition and service began. Irving Siegel, a former errand boy for a similar store, purchased the firm on September 3, 1927. He stocked the simplest of items such as silver dresser sets and cigarette lighters, to finery ranging from diamonds to pocket watches, all in a small storefront at 122 South Broad Street in Trenton.
Hamilton Jewelers was in the middle of an extensive renovation and expansion to its Palm Beach Gardens location at The Gardens Mall. In order to celebrate this landmark redevelopment, they were interested in exploring television. They approached Panzano+Partners about developing a concept. After analyzing their goals and the overall budget, it was determined that a short film would be created that could be used in social media, as well as in-store.
At the height of the fascination with the advertising of the early sixties, Panzano decided to play off the history of the jeweler and harken back to a time when getting dressed up and going out, to say a dinner club, was the epitome of fashion. Something your grandparents might have done. And so was launched a campaign that said, “As it turns out, your grandparents were a lot cooler than you thought they were.” In the end, the film received such great notice, that it was reedited into a :30 second television commercial that ran during the Oscars.