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Stamford, CT—The long awaited return of De Beers’ diamond advertising muscle is over. Forevermark, its proprietary brand, has launched its “Seize The Day” call-to-action holiday campaign. Similar to De Beers’ past campaign of the same name, the new “Seize the Day” campaign aims to increase consumer diamond demand this holiday season. The new campaign revives the style of De Beers’ earlier campaign, featuring bold, catchy statements in black font on a white background and classic diamond jewelry piece types. The previous incarnation of the campaign featured white type knocked out of a black background. The new campaign also includes De Beers’ recently re-launched famous slogan, “A Diamond is Forever,” and brings the Forevermark brand into play subtly with a “Happy Holidays from Forevermark” sign off.

As in the prior campaign, the 2015 ads are targeted towards men. Forevermark has created a total of 39 lines for the campaign, including “Marry Me Sounds So Much Better Than Just Merry Christmas,” featuring a round solitaire diamond engagement ring, and “#LoveThisMan #TheLuckiestGirl #BestGiftEver #CantBelieveIt #OMG,” featuring a halo diamond engagement ring. 

A total of 30 full page “Seize the Day” ads will be seen in print publications including The New York Times, Wall Street Journal, and The Washington Post on key dates throughout December, as well as in December issues of Rolling Stone, TIME, Golf, Men’s Journal, The Economist, Esquire, Fortune, Maxim, Robb Report, Sports Illustrated, Wired, and more, most on newsstands now. 

“Seize the Day” launched digitally November 23 with a takeover of the Yahoo login page. Banner ads will run through Christmas on sites including Yahoo.com, The Verge.com, ESPN.com, GQ.com, and HollywoodReporter.com. Cyber Monday will feature takeovers on Kindle Fire and eInk readers, ESPN Scorecard, Instagram and WashingtonPost.com. Audio ads will run on Spotify, and additional digital takeovers will take place on key dates throughout December on ESPN.com mobile and WashingtonPost.com. Social media promotion will take place onInstagram, Pinterest, Facebook, and Twitter.

The campaign also is running in high-impact, out-of-home placements in the top 17 diamond markets across the country, starting with Philadelphia’s Dilworth Plaza on November 24. Beginning the week of November 30, out-of-home displays will go up in busy transit locations including New York’s Grand Central Station, San Francisco’s Union Square, Seattle’s Westlake Station, and the campaign will hit Boston’s South Station on December 7.