They look out the window in disappointment as a terrible storm occurs. The frightened woman jumps into his arms, and he hugs him, then pulls out a diamond necklace from Kay Jewelers and he tells her that it is there and always will be. She looks very happy and hugs him happily then puts on the necklace. With rain and thunder in the background, once the necklace is in place, she puts her arms around his neck and tells him to never let go. With a view of one of the Kay stores, a Kay narrator arrives and says "now you can surround her with the strength of your love, another reason why Kay is the number 1 jewelry store in America". After that, Kay includes her signature tagline "Every kiss starts with Kay" and the commercial is over. This ad sells jewelry, but still appeals to Maslow's hierarchy of levels of love/belongingness and esteem needs. Jeweler Kay appeals to the need for love and belonging in this ad by creating a moment where men can use their product to make the girl in his life love her. This emotion appeals to his desire for family or sexual intimacy which Maslow needs on a love/belonging level. Esteem needs are met when he gives her the necklace. When he does this it boosts her self esteem to see how happy she is, this then appeals to Maslow's level of esteem.