JWT Breaks New De Beers Ads

J. Walter Thompson is launching an estimated $10-15 million print campaign for De Beers that takes an unusually product-centric approach, yet continues to use its long-standing tag-line, “A diamond is forever.”

The four-execu-tion effort relates the shape of a woman to the curves of a bracelet, with sleek models sporting the products against curvy pastel backdrops. In one ad, a woman touches a dark pool of water, which ripples outward. The copy reads: “The subtlety of a curve.