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. The boldness of a line." In another ad, a model is partially hidden by a green translucent screen.
The four spreads, which break in October fashion magazines, such as InStyle, W and Vogue, as well as Architectural Digest, Town & Country and New York, target affluent women who might already own pieces of diamond jewelry, said Ter-esa Russell, senior management di-rector at the New York shop.
"We've seen a trend of women stepping up to the plate to buy diamonds," Russell said. "We saw that the diamond bracelet had al-ways done well, but it just needed re-energizing."
The ads were shot by Connie Hanson and Russell Peacock, the photographers behind Evian's "L'original" campaign. The work will run simultaneously with the client's long-standing "Shadows" effort by JWT, which has been running for a few years and shows silhouettes of people wearing diamond jewelry.
Separately, the South African company has made known its plans to shift its core ad strategy from the general promotion of diamonds to a more concerted branding effort. In January, De Beers will operate under a new name, Diamond Trading Co., and significantly boost ad spending.