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Ad of the Day

De Beers "Ice Skating"

Brand: De Beers
Agency: JWT
Review Date: November 04, 2009

"Now more than ever, you're each other's greatest strength." So says the voiceover in this predictably syrupy seasonal spot from De Beers. Those words are more than just a platitude, given the continued shaky economy, but they're rendered utterly meaningless in a vignette that (as ever with this client) equates diamonds with love. Look, it's De Beers, so the phony sentimentality and angular supermodel good looks of the ice-skating couple come as no surprise. Still, the tired approach seems especially hollow and out of phase these days, when even luxe buyers are feeling the pinch, and the soulless remake of "I Got You Babe" puts the whole enterprise on thin ice from the opening notes. --David Gianatasio

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Overall rating:
(1.5 ) Poor

10 Comments
  • 1. srogers comments:
    November 18, 2009

    Every time I see this commercial I think "I want that guy" Who is he? Call me shallow, I don't care. It won't make me buy a diamond but I love the actors face.


  • 2. CRITIC comments:
    November 12, 2009

    That's what a Zales ad would look like if they ponied up the coin for better directors.


  • 3. bad comments:
    November 06, 2009

    and gay.


  • 4. Mad Man comments:
    November 05, 2009

    So, given the recession, will their antiquated price guidance tag of "2 months salary" morph to "2 months of unemployment benefits"? 'Cause I'm less worthy as a partner if I don't go broke for jewelry, right?!


  • 5. adrefugee comments:
    November 05, 2009

    debeers is reinforcing the trend of people realizing they don't need a sub-zer fridge to keep food fresh, or a bmw when a ford will get them from point a to point b, or a showy diamond when an earnest, simple band will do. thank you, debeers and jwt, for being a shining example of why the american public is going to refuse to be fooled by hallmark holidays and contrived rituals such as being expected to provide a diamond to be engaged. they do have one thing right, it is about love. the problem for them is, the ricks they hawk are just add-ons no one needs


  • 6. Bill Pantalone comments:
    November 04, 2009

    This is terrible work in almost every meaningful way. I don't agree that De Beers predictably does bad work - I've seen some spots and print ads that were wonderfully put together. But here, we find a saccharin, insipid narrative and empty glossiness in the falsely emoting and Gap-ad-like couple that only thinly disguises an offensive 1940s gender politics (ooh, he's out of his element; ah, he's really a master) and a ham-fisted use of the economy to sell a luxury product. This is what makes people hate advertising... It's an embarrassment to our industry, and the only redeeming aspect to that is that it also won't sell their product. Sadly, De Beers' monopolistic practices and use of near-slave labor means a rash of bad work and slack sales won't put them out of business.


  • 7. aefg comments:
    November 04, 2009

    Who did this, Christman?


  • 8. scuse me atown comments:
    November 04, 2009

    this is baaaaaarf... no doubt... baaaarf... wake up folks


  • 9. scuse me while i... comments:
    November 04, 2009

    ......baaaaaarf


  • 10. Atown comments:
    November 04, 2009

    I seriously like it. I think the dude looks a little.... too super model/unrealistic but otherwise great message and definitely a booster to moral.


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