Mariah Carey ushered in the festive season dressed as Morticia Addams in a quirky partnership with Kay Jewelers.
Her 54-second video features her iconic hit, “All I Want For Christmas Is You,” reimagined with The Addams Family’s theme, in which she showcases her Morticia-style dance moves and her favorite pieces from the jeweler.
The famous singer posted her festive video on YouTube, following her yearly announcement of “It’s Time,” which usually happens around midnight on November 1 since 2019.
Last year, Carey emerged dramatically from a frozen block of ice in a vault, defrosted by Halloween ghouls with pumpkin heads using hair dryers, before breaking out in her 14-time platinum certification hit.
This year, Carey's partnership with Kay Jewelers includes her wearing several ornate pieces, including rings, a necklace, and earrings.
The spot also features a large Christmas tree decorated with small Kay jewelry boxes.
The retailer now offers a curated selection of Carey’s “handpicked holiday favorites” on its website.
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The collection includes a vast range of earrings, rings, men’s bracelets, and custom necklaces.
Brand partnerships such as this have become increasingly common as consumer preferences constantly change and evolve.
Full-service creative agencies also play a key role in these collaborations, helping brands connect with their audience through fresh and engaging ideas.
Collaborating with other brands and celebrities means wider audience reach, increasing the potential for awareness and, ultimately, conversions.
An Addams Family Christmas?
The video opens with a shot of a castle set against a dark and gloomy evening — Addams Family style — as Carey, dressed as Morticia, opens two large doors to reveal a man, waiting by a fireplace with a rose in his hand.
Carey smiles at him confidently before taking his hand (and showing off her rings from Kay), as the pair starts dancing their version of the tango to the reimagined version of “All I Want For Christmas Is You”.
The dance highlights classic moments from Morticia and Gomez Addams’ relationship, dramatically building excitement and tension as Morticia stops to throw a dagger at her own “Gomez.”
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She turns around and a magic wardrobe opens to reveal a Santa Claus suit, which transitions to her sitting in a sleigh, singing “It’s Time” with her classic high notes.
The spot ends as the original version of “All I Want For Christmas Is You” starts playing, showcasing an elaborately decorated Christmas tree, Carey’s Gomez turning into a snowman, and the whole scene erupting into a Christmas wonderland.
The video has since garnered over 1.5 million views and 121,000 likes on YouTube alone, proving that Carey is one of the go-to celebrities for Christmas.
Meanwhile, Jennifer Hudson also flaunted her high notes as the star of Old Navy's "Holidazzling" commercial.
