New York – De Beers’ new Forevermark commercials, which include the very well-known slogan “A Diamond is Forever,” are set to begin airing in the U.S. market next month.
Part of the new advertising campaign for Forevermark, “It’s a Long Journey to Become the One,” there is a 60-second, a 30-second and a 15-second version of the commercial, which will begin airing on major networks and a number of cable stations Nov. 2.
To create a new campaign for its diamond brand, De Beers turned to a familiar agency, J. Walter Thompson. The New York office of JWT was the agency that handled De Beers’ U.S. advertising for years, managing and integrating marketing campaigns such as Journey, the three-stone ring and the right-hand ring.
With the new campaign, which was created by JWT Milan, the idea was to create something that departs from what’s typically seen in jewelry ads or, as JWT Italy Chairman Enrico Dorizza put it, “challenges classic diamond advertising.” It’s the same goal another diamond brand, Hearts On Fire, had in mind when filming for its most recent campaign, “Ignite Something.”
Traditional diamond advertising is somewhat predictable, often featuring romantic imagery of a couple exchanging diamond jewelry during a holiday or special occasion.
Long Journey, however, looks more like a short film than a commercial and emphasizes Forevermark’s “rigorous selection process,” De Beers said, while also matching the intensity and epic nature of the iconic slogan “A Diamond is Forever.”
