The Diamond Producers Association (DPA) has launched a new Diamond advertising campaign
The group released two commercials telling the story of couples on life journeys together, it aims to connect with the millennials generation.
In contrast with traditional diamond advertising, which often featured glamorous, perfect models, the diamond ads portray the lives of real people and the their imperfect 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.
Real is Rare. Real is A Diamond is a communication platform from the Diamond Producers Association (DPA). An international alliance of the world’s leading diamond mining companies, who together represent the majority of world’s diamond production.
Their mission is to protect and promote the integrity and reputation of diamonds – and to celebrate them – in all shapes, colors, and sizes. The DPA shares ideas and best practices among members in areas such as social & environmental responsibility, and employee health & safety. We provide leadership to the industry, representing the interests of member diamond producers with government, NGOs, media, the financial community, and other stakeholders.
The Real Is Rare campaign is about something not often found in the modern world – a real connection between two people. Authentic, precious, singular – just like a diamond. Which is why diamonds are the ideal expression of emotional connection and commitment – in all of their infinite variety.
And that’s where they come in.
Real Is Rare. Real is a Diamond.