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DPS: Christmas '07 Campaign Helps Men Commit to Diamonds

Oct 10, 2007 1:11 PM   By Jeff Miller
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RAPAPORT... The JWT advertising agency's marketing effort for the 2007 holiday season, on behalf of Diamond Promotion Service,  kicked-off in New York on October 10. The annual campaign is designed to help retailers maximize opportunities to sell diamond jewelry during the all important Christmas season in the United States.

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."

Print Advertisements

Leading up to Christmas, print advertisements for  Diamond Right Hand Ring and Journey Diamond Jewelry  will continue to run throughout the holiday season.

Eight new "Seize the Day" advertisements were designed to call "him to action" and will appear  online,  bus stops, phone booths, and billboards, and will take over Grand Central Station in New York City. Print advertisements include sentimental lines such as "Remember the Moment Forever Began" or "Forever has no End But it has a Beginning" and "Forever is a long time, she'll need something to wear."

Online,  Collaboration with Conde Nast

Diamond Promotion Service is developing a micro-website within, scheduled to launch November 12, and will be an insider's gift guide to buying diamonds. Information will offer buying tips and trends to help men select the perfect diamond gift.

Another initiative will market diamond jewelry with Conde Nast on Movies Rock.  This event will air just in time for the holiday season on December 7, and celebrates the relationship between music and film.

Halle Berry shot a four-page segment, to be included in a special advertisement  for Conde Nast publications, featuring the actress wearing diamond jewelry by Harry Winston.

She will also serve as the diamond ambassador on the red carpet for the event.  The shoot featured Berry wearing a "Diamond de Neige" pendant by Harry Winston that will be gifted to one Conde Nast reader as part of a giveaway on the micro-website.

Deliverables, Customized Broadcast Spots

The Diamond Promotion Service has developed new marketing materials in conjunction with the theme "This Christmas, Promise Forever" and will work to communicate this message to all of the diamond trade. 

Members of the trade can log onto the website, where they will find downloadable content to help them align with De Beers Group marketing messaging for the season. 

DPS is also working with Spot Runner to create the Christmas commercial so that retailers can use the advertisement on local television stations.

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Tags: De Beers, Harry Winston, Jewelry, United States
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Comments: (3)  Add comment Add Comment
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Dec 23, 2007 11:40AM    By jason
anyone at all know this song?
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Nov 26, 2007 7:09PM    By Monica
Really, who signs the song in the commercial please
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song in commercial
Nov 17, 2007 7:45PM    By Leah
Who sings the song in this commercial?
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