DPS: Christmas '07 Campaign Helps Men Commit to Diamonds

Using the theme "This Christmas, Promise Forever," the Diamond Promotion Service  marketing campaign includes advertising, marketing, and public relations initiatives. "This year, the campaign will focus on the sentiments of the season, featuring a series of diamond piece-types in television commercials, print advertisements, out of home locations and online that capture the exchanges of love and commitment during the holidays," the group stated.

JWT found that 75 percent of male shoppers select diamond gifts on their own during the holidays. The holiday campaign will therefore feature various diamond gift ideas while reinvigorating the message that a diamond is truly the ultimate way to say "I love you forever."

"This year's communication theme of undying love and the commitment of forever will touch at the heart of the season and will propel the market forward, building diamond desire in the consumer market place," said Richard Lennox, director-in-charge of the diamond group at JWT.

Television Spot

While the actual television commercial is not quite ready to show, the 2007 version is titled "This Christmas, Promise Forever."

...The scene opens to a  beautifully snowy night, and we watch a couple driving home in their car. All is peaceful and we get a feeling of comfort and routine, as we catch a glimpse of their life, a brief case lying on the backseat, and a child's car seat buckled in, but empty.

The falling snow hushes any sounds from the outdoors, and the moons brightness is the only light we see.  Its glow illuminates our couple, catching the angles of the woman's face and hair.  The man is driving, turning his sight from the road to the rearview mirror and back again, but when there is a sudden brake in the traffic, he cannot help but steal a glance at his wife.  Her silhouette is outlined perfectly against the night sky, and as they pull up to a traffic light, her faced is dramatically shaded by the lamps of a shop.  He cannot help but realize that he loves her now as he did in the beginning, even as the first time they met.

He then extends his hand to her, grazing her hand, and leaves it to rest on the seat next to her.  She reaches over and places her hand atop his, and without a thought, he turns his hand palm up, tightening his hold on her as he has so many times before.

A pleasantly startled look washes across her face. We cut to her hand. She turns her palm up to reveal a sparkling journey diamond pendant, which we view with her for the first time. It is beautiful and she is speechless.

The stop light turns green, a few cars behind the couple's car wait to move but the couple is oblivious to the rest of the world.

An older couple is walking their dog on the sidewalk. As they pass the parked car, the older woman looks in at our couple, and feels their magic, she smiles then continues on...

A title appears on screen: "Love is a journey that knows no end."