First look: The return of ‘A Diamond is Forever’

De Beers’ new Forevermark commercials, which include the iconic tagline “A Diamond is Forever,” will begin airing in the U.S. early next month. Watch it here.

Michelle Graff michelle.graff@nationaljeweler.com

New York--De Beers’ new Forevermark commercials, which include the very well-known slogan “A Diamond is Forever,” are set to begin airing in the U.S. market next month.

This behind-the-scenes shot shows a frame of the U.S. TV commercial for the new Forevermark campaign, “It’s a Long Journey to Become the One.”Part of the new advertising campaign for Forevermark, “It’s a Long Journey to Become the One,” there is a 60-second, a 30-second and a 15-second version of the commercial, which will begin airing on major networks and a number of cable stations Nov. 2.

The 60-second version also can be viewed online now, on YouTube, as well as below.

To create a new campaign for its diamond brand, De Beers turned to a familiar agency, J. Walter Thompson. The New York office of JWT was the agency that handled De Beers’ U.S. advertising for years, managing and integrating marketing campaigns such as Journey, the three-stone ring and the right-hand ring.

With the new campaign, which was created by JWT Milan, the idea was to create something that departs from what’s typically seen in jewelry ads or, as JWT Italy Chairman Enrico Dorizza put it, “challenges classic diamond advertising.” It’s the same goal another diamond brand, Hearts On Fire, had in mind when filming for its most recent campaign, “Ignite Something.”

Traditional diamond advertising is somewhat predictable, often featuring romantic imagery of a couple exchanging diamond jewelry during a holiday or special occasion.

Long Journey, however, looks more like a short film than a commercial and emphasizes Forevermark’s “rigorous selection process,” De Beers said, while also matching the intensity and epic nature of the iconic slogan “A Diamond is Forever.”

The campaign’s print advertisements will run in luxury and bridal publications beginning in the fourth quarter while the online component will utilize the hashtag #TheOne.

The TV, print ads and digital components will be available for co-op by Forevermark retailers.

In addition to Long Journey, De Beers is doing some generic diamond advertising this holiday season as well, drawing on its old “Seize the Day” campaign, which last was used about seven years ago and was the successor to “Shadows.”

That campaign also will utilize “A Diamond is Forever” and will include, but not emphasize, Forevermark.

The new Seize the Day campaign does not include TV ads. It will be print only, with an online and outdoor (billboard,

Banner will be right here …

transportation hubs) components as well.

What do you think of the new Forevermark commercial? Email michelle.graff@nationaljeweler.com with comments.

Editor’s note: This story has been corrected to reflect the fact that it was JWT Milan, not JWT New York, that created the new Forevermark advertising campaign. In addition, it was updated to note that the digital elements of the campaign also will be available for co-op by retailers.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.