Forevermark’s new marketing campaign, “I Take You, Until Forever,” which debuts the week of the 8th July, is meant to take an “honest” and “modern” look at love and relationships, said the De Beers–owned brand.
The campaign, which touts the new Forevermark Engagement & Commitment collection, includes a two-minute video that depicts scenes from the everyday life of six couples of varying ethnicities and ages, three of which are real-life couples.
Alongside the standard happy shots of the couples laughing and holding hands, it features more unconventional glimpses—at least for diamond ads—of the couples arguing and dealing with an insect.
“Laughing until we cry, or crying until we laugh,” says the ad. “I take you to be my best, and most ridiculous, friend.”
“When we are on top of the world, or life turns upside down, I take you,” it concludes.
“As soon as I read the script I immediately loved it,” said the ad’s director, Geej Ower, in a statement. “For once a brand was wanting to show marriage for what it really is; the ups and downs, the jokes, the arguments, the surprises, the small moments that go unnoticed.”
Forevermark US president Charles Stanley said that the ad was developed after consumer research that found changing attitudes toward both marriage and diamonds.
“Forever is no longer a fairy-tale ending and is instead created through the commitments that a couple makes to one another daily,” he said.
Stanley talked more about the thinking behind the campaign on the recent JCK podcast that recapped the Las Vegas show.
The Forevermark Engagement & Commitment collection is the first collection the brand produced itself and includes the Forevermark icon stamped inside each ring.
The collection includes 17 engagement ring styles with center diamonds ranging from 0.3 ct. to 1 ct. in round, oval, and cushion shapes. All the rings are set in platinum. It also includes commitment bands for women and men.
