Modernista! spicing up diamonds campaign

Modernista! has launched some monogamy-themed ads, one set in a shower (above) and another on a bed, for jewelry retailer Hearts on Fire, which is seeking to associate its diamonds with the heat and passion of a committed relationship. Dentsu may have taken the ads in a slightly different direction, but that’s a cheap shot, and I regret it already. Why do we insist on connecting lasting love with diamonds? I’ve got a milestone anniversary coming up and would rather use my spare cash on other stuff … like food.