If there’s anything Torontonians know for sure, it’s that Oliver Jewellery will get you the most for your gold. Most of us have heard or seen Russell Oliver’s iconic ads at least a few times over the years. They’re about as prevalent in this city as trash pandas and construction signs.
Even though his jingle is undeniably well-known, it seems that Oliver felt it was time to upgrade it for today’s generation.
The Cashman worked with the Toronto-based independent brand agency Concrete on the new ad, which the agency shared on social media last week.
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In the ad, Oliver sits behind a desk sporting his classic hairstyle and suit, rattling off his favourite lines about giving you cash for your diamonds, watches and handbags, “Oh yeah!”
The scene then cuts to an office-turned-dance party scene with young men and women tossing money in the air.
The visual quality of the ad is definitely an improvement from his early days, and even the song got an autotune makeover. The concept, however, is as cheesy as always.
With or without the reboot, Oliver Jewellery has clearly managed to stay relevant over the years, amassing a following of nearly 10,000 subscribers on Instagram, including Drake.
Love him or hate him, you’ve got to admit the man has made a name for himself in this city. Stay classy, Cashman.