The Diamond Trading Council's holiday spot has shed its signature music and given its characters a voice.
In the commercial, which broke recently from J. Walter Thompson in New York, a husband takes his wife to the Piazza San Marco in Venice, Italy, to loudly declare his love for her on their anniversary. When she protests, he gives her a diamond ring.
"[DTC] has always done spots based on fantasy," said JWT group cd Chris D'Rozario, referring to spots such as "Tree," in which a man takes a woman to a snow-covered tree to give her a diamond gift. "Instead, we wanted to capture a real moment between two people," he noted, by giving the characters lines and playing up the ambiance of the square.
In addition, "sounds like the bell in the square were so real, there was no reason to add the music to make it a phony moment," said shop group cd Ed Evangelista.
The current outdoor and print campaign, "Seize the Day," has returned for its fourth year, but for the first time, this year will include a series of consecutive newspaper executions on the five days leading up to Christmas. One warns, "3 days till Christmas. You, wrapped in a bow won't cut it."
"Tree" is currently running on the ABC Supersign in New York's Times Square.