Diamond Producers Association Releases New Generic Ads

Diamond Producers Association (DPA), the 2-year-old group responsible for category-driving advertising for the diamond industry, has released several new ads intended to promote diamonds for the holiday.

The DPA has a $50 million U.S. advertising budget this year, which will go to broadcast these new commercials, as well as to out-of-home, digital, and print advertising (pictured).

This year’s “Real is Rare” executions seem a little more conventional than its first batch, possibly because the organization is now shifting to targeting older millennials.

Its first commercial, “The Reveal,” premiered last night on the 18th Annual Latin Grammy Awards on Univision. It spotlights a married couple:

On Sunday, the DPA will also run “The Other Party” during the American Music Awards, which portrays a young engaged couple:

The group’s YouTube account has also posted a 60-second ad with a same-sex couple, “A Girl Like You,” which will air on cable channels:

The ads were developed with the DPA’s creative agency, Mother New York.

(Image courtesy of the Diamond Producers Association)

JCK News Director


  • About time larger companies get in the equality game.

  • Elisabeth Austin

    I thought the title was a “dis” at first…… (?) Where is the female self purchaser? Where is the woman of the demographic that can reasonably make that purchase (the Midult?)