They are looking out the window in disappointment as a terrible storm is rolling in. The frightened woman jumps into his arms, and he hugs her, then pulls out a diamond necklace from Kay Jewelers and tells her it's right here and always will be. She seems very happy and hugs him joyfully then puts on the necklace. While rain and thunder are in the background, once he puts on the necklace she puts her arms around his neck and tells him to never let go. Looking at one of Kay's stores, a Kay narrator approaches and says "now you can surround her with the strength of your love, another reason why Kay is the #1 jewelry store in America." Next, Kay includes the signature line "Every kiss starts with Kay" and the commercial is over. This ad sells jewelry, but still appeals to Maslow's hierarchy of need levels, love/belonging and esteem needs. Jeweler Kay appeals to love/belonging needs in this commercial by creating a moment where men can, with their product, make the girl in his life love him. This emotion appeals to his desire for a family or sexual intimacy that Maslow's level of love/belonging needs. Esteem needs are satisfied when he gives her the necklace. When he does this, seeing how happy he is increases his self-esteem, so he appeals to Maslow's level of esteem