Notice the role played by the numbers in this sixty-second radio ad
for Ramsey’s Diamond Jewelers in New Orleans, a client of the wizard
for more than 20 years now. The numbers don’t inform in any
meaningful way. They’re just an excuse to tell a story.
Good stories are what advertising is all about.

LORI: Most engagement rings are made from white gold.

ROBERT: It’s beautiful.

LORI: But there’s another metal more rare than gold.

ROBERT: It’s heavier,

LORI: stronger,

ROBERT: more durable,

LORI: and more valuable… Platinum.

ROBERT: And it has a much higher melting point.

LORI: (confused) What?

ROBERT: Gold melts at 19 hundred and 48 degrees.
               Platinum takes the heat up to 32 hundred!

LORI: I’m not really sure that’s important, Robert.

ROBERT: Oh, it’s important.

LORI: How do you figure?

ROBERT: So the guy gets down on one knee, right?

LORI: Okay.

ROBERT: And he pops open that beautiful box from Ramsey’s.

LORI: Okay.

ROBERT: And then he says, (pause, pause pause…)
“I had it made from platinum, Baby, ’cause you’re WAY too hot for gold.”

LORI: Robert, have you been listening to Barry White again?

ROBERT: Right own, Baby, right own.

ROY: Platinum engagement rings

ROBERT: (interrupting) ” ’cause she’s too hot for gold.”

ROY: at Rrrramsey’s Diamond Jewelers, on Veterans at I-10 in Metairie.

Copyright May 18, 2014, Roy H. Williams Marketing, Austin, TX