I think the jeweler who bought the ad is going for the compatibility of trying to select a Mother's Day gift at the same time your favorite NFL team is trying to select the right draft pick. Synergy! But, really, Mel Kiper's hair as your pitch-hair? And let's be honest about using the draft as your tie-in: Mother's Day isn't until May 13. Which means every dude the ad is targeting won't remember to get his mother something until at least May 12.
h/t to Matt H.