The Helzberg Diamonds' "Kiss Me Like You Mean It" commercial is as spare and elegant as a Herb Ritts-directed video. Filmed in black-and-white, it depicts a boy and a girl driving in the moonlight, smiling and in love, with the wind tousling their hair. However, it's the accompanying song by Magnetic Fields that makes this commercial truly memorable -- a plaintive voice twangs:
He is my liiiiife and my salvation/He's always right, he's always patient/I pinch myself, it's like I'm dreaming it ... He says, come here, baby, and kiss me like you mean it/He calls me baby, says kiss me like you mean it. Not long after this commercial first aired, the song began to be spontaneously belted out by coworkers, inebriated people at parties and anyone else who had it stuck in his or her head. Not bad for a jewelry store commercial.
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