New York, NY—The Diamond Producers Association (DPA) launched its 2017 “Real is Rare” generic diamond category advertising last week on the 18th Annual Latin Grammy Awards, shown November 16 on Univision. “The Reveal” (left) is the first of two new videos presenting a modern take on love and diamonds. The second campaign, titled “The Other Party,” debuted on ABC’s broadcast of the 2017 American Music Awards on Sunday, November 19. The campaign is expected to drive 450 million impressions, DPA spokesperson Brittney Le Roy told The Centurion.
“Real is Rare. Real is a Diamond” is a communications platform created by the Diamond Producers Association in 2016. The platform redefines diamonds for the 21st century, giving them new meaning as a symbol to celebrate real connections we choose to make. The first “Real is Rare” campaign focused on the moments that couples decided to commit and were a departure from the idealized imagery that has been associated with diamond advertising. This second phase of DPA’s campaign efforts focuses on real, intimate moments within relationships, and how a diamond is intrinsic to those personal stories.
“These two new stories are a natural evolution of our campaign. They show how universally familiar, yet still singularly special moments of emotional connection are diamond-worthy. 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. ‘The Other Party’ is a romantic, playful film about young engaged couple, while ‘The Reveal’ shows the private, at-home moments of a married couple.” says Deborah Marquardt, DPA’s chief marketing officer.
Developed in collaboration with creative agency, Mother New York, the campaign launches with the two videos as well as several images for print, digital, and in-store use. After debuting on the music awards programs, the new advertising will run on TV, digital, cinema, print, and select out-of-home throughout the remainder of 2017 and 2018. The print images will premiere in upcoming issues of People magazine.
Click here or on the image below to watch “The Reveal.”
Click here or on the image below to watch “The Other Party.”
Tanya Dukes, who styled the campaign, says, “My aim was to find jewelry to complement the unique storyline and tone of each film. ‘The Other Party’ is a flirty story, so I selected a three-stone diamond engagement ring called ‘Integré’ by Forevermark By Pluczenik, along with ‘Sensu’ diamond fan earrings by Michelle Fantaci. By contrast, ‘The Reveal’ features a slightly older couple in a quieter, more intimate film, a perfect fit for the Classico oval diamond ring from Harry Kotlar and diamond wedding band from Mimi So. Kwiat Sunburst earrings finished off the look.”
In addition to the above-named brands, De Beers Diamond Jewellers also supplied pieces for the shoots.
For more information on the campaign and to view the creative spots, visit www.RealisaDiamond.com. Using the hashtag #RealisRare, consumers can join the conversation about "Real is Rare" on social media @RealisaDiamond on Twitter and Instagram, "Real is a Diamond" Facebook page and YouTube channel.