November 14, 2002
New DTC Commercial for Holiday
The Diamond Trading Co. kicked off its 2002 holiday campaign, called "Declaration," with a new TV commercial on Nov. 11.
The spot, set in St. Mark's Square in Venice, Italy, features a couple strolling the square. The man shouts "I love this woman ... I love her. I love her. I love her!" She laughingly imploring him to quiet down. Once he is reeled in, he reaches into his pocket and takes out a three-stone diamond anniversary ring and says, "Well, I guess this will have to do." As they embrace, the woman whispers, "I love this man ... I love him. I love him. I love him." The spot closes with the familiar narration, "A diamond is forever."
Ad agency J. Walter Thompson also has developed new "Seize the Day" ads to extend the Declaration theme. The ads began appearing in the top 11 U.S. media markets Nov. 1, and will run through Jan. 1, 2003, in newspapers, magazines and billboards. Featuring three-stone diamond rings and diamond stud earrings, the ads include such copy as, "It's Like Saying I Love You Through a Megaphone With the Volume Cranked Up to 11," "Love Is Outperforming Everything This Year," "She Knows You Love Her. Now Everyone Else Will Too," "Reduce the English Language to Three Syllables: I. Love. You." and "Make A Declaration of Dependence."
"Between DTC's television ads, which will be on every major NFL football game from Thanksgiving until Christmas Eve and which will have been airing multiple times during every week from Labor Day through Christmas Eve, and all of our powerful print advertising initiatives, our diamond message will reach a remarkable 97% of affluent men multiple times, in multiple mediums," says Richard Lennox, director in charge of the diamond group at JWT. "If we have anything to say about it, consumers simply won't be able to escape the allure of diamonds this holiday season."