New Diamond Ads Refocus on Love Moments

RAPAPORT… The Diamond Producers Association (DPA) has shifted to shorter
video advertisements for the holiday season as it aims to market diamonds by
capturing precious moments in couples’ relationships.

Rather than telling more involved stories, as the DPA’s
initial videos did, the new, 30-second commercials show snippets of the lives
of couples in love.

“The Reveal,” which the DPA debuted during Univision’s coverage
of the Grammy Latin music awards Thursday night, depicts the private moments of
a married couple at home. The second clip, “The Other Party,” displays a
playful young engaged couple at an outdoor party, and launched on ABC’s
broadcast of the 2017 American Music Awards on Sunday.

In both scenes, the main female characters wear a
combination of diamond engagement rings, earrings and wedding bands.

“The audience is given a glimpse into private ‘couple moments’ where the role of the diamond is intrinsic to the storyline, and is an expression of their love, their life together, and their commitment to each other,” said Deborah Marquardt, chief marketing officer of the DPA. 

The commercials form part of the DPA’s “Real is Rare,
Real is a Diamond” campaign, which it unveiled in June 2016. The marketing organization, which several mining companies
established in 2015 to push diamonds on a generic level, said the ads were a
natural continuation from the inaugural videos it launched just over a year ago
depicting couples’ imperfect but genuine relationships.

The new advertisements —
including associated print images — will run
on television, digital media, cinema, print media and select outdoor locations
during the rest of 2017 and 2018, as well as inside stores. The print adverts
will premiere in upcoming issues of People magazine.

The DPA sourced jewelry for the
ads from Harry Kotlar, Pluczenik, Kwiat, Mimi So, Michelle Fantaci and De Beers
Diamond Jewellers.