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DPA Campaign Focuses on Imperfect Relationships
Oct 9, 2016 10:34 AM
By Rapaport News
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RAPAPORT... The Diamond Producers Association (DPA) launched an
advertising campaign that breaks with tradition by featuring imperfect
relationships and emphasizing “real” and “precious” human connections.
The group released two “provocative” commercials telling the
story of couples on life journeys together as it aims to connect with
millennials. In contrast with traditional diamond advertising, which often featured
glamorous, perfect models, the video ads portray the lives of real people and
the warts and blemishes of their relationships.
Both adverts are set to a background of natural and
beautiful landscapes and portray the ups and downs of the couple’s
interactions, from idyllic lakeside frolics and occasionally racy encounters to
arguments and near-breakups.
They appear not to associate diamonds with marriage and do
not even feature engagement rings: they instead integrate subliminal messages
about diamonds such as necklaces worn by the female characters. At one point
one of the female characters says: “Maybe we won’t ever get married and maybe
we will, but I will spend my future with you,” as the footage shows a colorful
amphibian crawl just above her bear ring finger. The explicit reference to diamonds only comes
at the end when an image of a rotating diamond appears with the DPA’s slogan
“Real is Rare, Real is a Diamond.”
The advertisements “speak to the imperfect but inimitable
beauty of a real relationship,” the DPA said.
“Each couple, in their own way, discovers and reflects on what makes their
relationship real, and therefore rare and precious.”
Research by the association earlier this year found
millennials increasingly value real relationships in an increasingly digital
world and resist the idea that their relationships must comply with certain
societal norms.
“This campaign marks a beautiful and audacious shift in how
we talk about authentic connections in a way that recognizes the diversity in
love,” said Peter Ravailhe, chief executive officer of Mother New York, the
creative agency behind the advertisements.
The ads were launched last week by the DPA, an alliance
of the world’s leading diamond miners that produce a majority of global output.
Its members are ALROSA, De Beers, Dominion Diamond Corporation, Gem Diamonds,
Lucara Diamond Corporation, Petra Diamonds and Rio Tinto Diamonds. |
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Tags:
advertising, Diamond Producers Association, Dpa, marketing, Mother New York, Rapaport News, Real is Rare Real is a Diamond
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