When Lexi Valhouli, marketing coordinator for Long’s Fine Jewelers, says the retailer’s latest splashy ad in the Boston Globe wasn’t designed to sell a product, she means it.

The full-color ad, which ran in the June 28 edition of the newspaper, shows a silver men’s watch with a rainbow-hued bezel, under the phrase “It’s About Time!”

Its content was designed to celebrate the Supreme Court’s June 26 decision to legalize same-sex marriage in the U.S.—and show support for Boston’s LGBT community. The watch? It’s a no-name, stock image digitally colorized by marketing pros at the Boston-based jewelry chain.

Courtesy Long’s Fine Jewelers

Long’s ad in support of the local LGBT community ran in last Sunday’s Boston Globe

“We weren’t looking to advertise, really,” says Valhouli. “It was all about celebrating the decision. We have always supported the LGBT community in Boston—we have so many close relationships with gay people, and we’ve been longtime advertisers in Boston Spirit magazine, the local LGBT publication. It just seemed like the right thing to do.”

The ad was a last-minute idea spurred by genuine joy, she adds, and “people from the entire company worked to get it done by deadline: The CEO came up with the tagline, and everyone pitched in to make it happen.”

The local public’s reaction to the ad—which included a slew of delighted emails and a few requests to buy the watch—now has the retailer thinking about creating a real-life rainbow-color watch or bezel.

The one-off ad may also get a second act. “We’ve thought about doing some more ads with the ‘It’s About Time’ theme,” says Valhouli. “We’ll be brainstorming ways to extend that message.” 

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