De Beers is launching its first major press campaign for four years
through J. Walter Thompson. The work is designed to reinforce its TV ads
featuring the shadows of a man and a woman.
The pounds 1 million campaign, which breaks this week, features six
women talking about how they feel when they are given a diamond.
Three of the executions show married women who have received a piece of
diamond jewellery as a gift. Two of the women are single and were given
a diamond engagement ring, while the sixth woman bought herself a
diamond as a reward for a job promotion.
Each ad has a quote running alongside the picture. One woman is quoted
as saying: ‘Getting engaged means making a huge decision. You’ve got to
live with it for the rest of your life. So I decided on the solitaire.’
The characters are fictitious, and each execution details how the
diamond was formed, cut and mined. Each also explains who set the
diamond and who bought it.
The endline remains the same as the TV work: ‘A diamond is forever. De
Beers’. The ads were written by Paul Chown and art directed by Dick
Poole. The photography was by Barry Lategan.
Bob Boxer, the De Beers account director at JWT, said of the campaign:
‘It is a change, but not a new strategy. Research shows that the
majority of diamonds purchased are as gifts for women. Giving a diamond
is a way of saying, ‘Look, I really love you’.’
The campaign will run in women’s magazines and colour supplements until
Christmas.
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