National jewellery retailer Ernest Jones has focused on the bridal market in its latest campaign.

According to, Christmas Day is the most popular day for marriage proposals, followed closely by Christmas Eve, New Year’s Day and New Year’s Eve. Hedging its bets on these stats, the latest TV ads by Ernest Jones aim to capture the imagination of couples looking to take this next step.

Created by W-Films, Christmas ad for Ernest Jones, which launched just one week after Strictly Come Dancing’s live shows, includes a choreographed ballroom proposal.


The BBC show pulled in a staggering 11m viewers per week in 2017 so W-Films’ founders Beth Wightman and Joe Windsor-Williams have picked up on the nations love for dance, and created a campaign that links with one of the nation’s favourite shows.

At the end of the add the text reads: “Create Memories with Ernest Jones”.

View the ad here: