real is rare diamonds

DPA RELEASES NEW “REAL IS RARE” ADS

The Diamond Producers Association (DPA) has launched two new videos in its “Real is Rare” advertising campaign. During the 18th Annual Latin Grammy Awards, which aired on November 16, the DPA released “The Reveal”, which according to the DPA, quoted by Rough & Polished, presents “a modern take on love and diamonds”.

 

https://www.youtube.com/watch?v=3ngJABRfzCY

 

The second video, named “The Other Party”, debuts on ABC’s broadcast of the 2017 American Music Awards on November 19. Both ads were developed in collaboration with creative agency Mother New York, and are accompanied by several images for print, digital, and in-store use.

 

https://www.youtube.com/watch?v=W_6dVzGGsuA

 

Deborah Marquardt, DPA’s Chief Marketing Officer, said: “These two new stories are a natural evolution of our campaign. They show how universally familiar, yet still singularly special moments of emotional connection are diamond-worthy. The audience is given a glimpse into private ‘couple moments’ where the role of the diamond is intrinsic to the storyline, and is an expression of their love, their life together, and their commitment to each other. ‘The Other Party’ is a romantic, playful film about young engaged couple, while ‘The Reveal’ shows the private, at-home moments of a married couple”.

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