De Beers “Ice Skating”

“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