Kisses and Jewels in Sexist Commercials

Kays is a jewellery company that is located all around the world. It is one of the leading jewellery brands in the world. Its slogan is "Every Kiss Begins with Kay". It is the number one jewellery store brand in the United States by sales and number of stores.
Most Kay stores are in malls, but many new stores are being opened outside malls in power strips and lifestyle centers.
Recently, Kay Jewelers Outlet stores have been opened. Kay Outlet stores offer a much broader selection of clearance styles and previously owned jewellery.

Kay Commercials

Kay Jewelers Commercials have been labelled sexist and embarrassing to women. There is one featuring a man and a woman in a log cabin. The commercial deliberately shows the woman as a weak creature: she is frightened by the storm and gasps, turning to her man for protection. The commercial has been criticized for showing an image of a woman as if, instead of being an adult, she were a six-year-old child. Kay commercials often portray women as materialistic creatures who are only interested in jewels or who need a jewel to be motivated to kiss a man.

The motif developed by Kay repeats that of the song sung by Nicole Kidman in the film Moulin Rouge, particularly the line in which she says:

A kiss on the hand may be quite continental,
But diamonds are a girl's best friend.
A kiss may be grand, but it won't pay the rental
On your humble flat, or help you feed your
pussy cat.

This motif had appeared before when Marilyn Monroe sang exactly the same song in the movie All About Eve.