Diamond couples

US – A new campaign by the Diamond Producers Association (DPA) taps into Millennials’ disinterest in conventional marriage.

• Each of the two Real is Rare ads depicts a couple as they navigate the ups and downs of their relationship
• ‘The campaign is a proactive measure to make sure that diamond-buying is not simply tied to rituals such as marriage’ – Thomas Henry, senior strategist at Mother New York

The two ads feature two heterosexual couples who give candid insights into their relationships. ‘I realised that my heart was tired and maybe just not in this any more,’ says the female narrator in Wild & Kind as the couple fight, while in Runaways the male narrator asks himself: ‘Is this too much? Too fast?’

The increasing number of children born out of wedlock and higher costs of living, especially in cities, are contributing to a decline in marriage. Real is Rare aims to tap into this trend by highlighting the emotional value of diamonds for the modern consumer. The couples featured in the ads wear their diamond rings on necklaces rather than their fingers to symbolise their union.

‘In a world surrounded by altered realities or hyper-realities, this campaign could be transformational in the way we think about the symbol of a diamond and the truth of today’s committed relationships,’ Rony Zeidan, president and creative director of branding agency RO New York, told Luxury Daily.