The first part of the work, through Maher Bird Associates, is a radio campaign across Capital Radio and Capital Gold, Emap's Kiss and Magic FM, Virgin Radio and Heart.
It breaks on Monday December 2 and runs for three weeks in an attempt to increase sales in the run-up to Christmas.
The radio advertisements aim to encourage listeners to buy something memorable for their friends and family this Christmas. In the ad, a voiceover asks people: "Can you remember what you got for Christmas last year?"
After much umming and ahhing, the people say they don't remember what they got. The voiceover then says: "This Christmas give your friends and family something really special to remember. Jewellery, watches and gifts from H Samuel." It ends with the voiceover saying the word "Unforgettable".
The jeweller will follow up the pre-Christmas radio campaign with TV ads in the new year.
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