Sarah Haskins does it best, as usual:
The Kay's commercial she references with the couple at the tree lot has been around for years. They just replace the necklace with whatever they're claiming is "meaningful" this year. Someone at Current.com commented that this commercial seems to target men more than women. I can see that, though I think women are still being targeted the same way children are targeted by toy commercials. The child runs to mommy and daddy begging for the coolest toy in the whole wide world. Women are expected to internalize this message of "if he loves you he'll buy you this" and then secretly hope it's waiting under the tree, or maybe linger in front of it the next time she's at the mall with the men folk. Except, women aren't stupid. That part seems to get left out of this sort of advertising.