The company, which gives consumers cash for their unwanted jewellery, said it has received 1,800 requests for Jewellery Return Packs in the first week since its UK launch on July 20 – a response which has "stunned" the company.
The reaction dwarfs the 109 requests Cash4Gold’s US operation received in the first week of its operation.
The ad, created by Euro RSCG, has a heavy media schedule on cable and digital TV channels. A spokesman for Cash4Gold said the firm was "delighted that our advertising campaign has prompted such a tremendous response in the UK and that the public here feels confident in the service we provide".
However the ad's old-fashioned DRTV approach has drawn criticism from DM creatives.
"The brashness of the ad – both in terms of its visual look and the copy used make them look a pretty desperate outfit," said Chris Barraclough, founder of agency BEC London. "It might work in the USA but seems a little unrefined for the UK market."
Jeff Aronson, founder and CEO of Cash4Gold, said the company was "absolutely thrilled" with the UK launch. It has exceeded all our expectations and we’re delighted to be helping people within the UK sell unwanted items and convert them into cash.
"When we decided to launch in the UK, we knew that there was a market here, but we are astonished by the demand we’ve seen," Aronson said.
"We’ve had packs sent to us from across Britain – from the North of Scotland to the South of England – and the quality of the material we’ve been sent has been really high."
Cash4Gold was launched in the United States in 2007. Its campaign featuring MC Hammer became the first DRTV ads to run in commercial breaks during this year's Super Bowl.
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