Forevermark unveiled its first commercial using the “A Diamond Is Forever” slogan, a striking and elaborate spot that evokes fantasy blockbusters like The Lord of the Rings.
The new ad, which will air on TV networks and cable, was filmed in Barcleona and Gran Canaria, Spain, using about 100 actors.
“Through millions of years, I have been lying in the dark, waiting for the moment,” says the narrator. “Finally, my true beauty has been brought to light. And after a long journey, I am here, to light up her smile, forever.”
It ends with two taglines: “It’s a long journey to become the one” and “A diamond is forever,” the classic slogan that is now part of Forevermark advertising.
The spot “feels more like a movie trailer,” says Forevermark public relations manager Kristen Lawler-Trustey. “Epic is a word we have been hearing a lot.”
It parallels “Forevermark’s pursuit of the world’s most beautiful diamonds to a person’s search for their true love,” she adds. “It is a little bit different than what we’ve done in the past, as it appeals to both men and women. There is a sense of adventure that hasn’t been part of our advertising before.”
Forevermark is also joining with Signet to tout two-stone diamond rings this holiday under the Ever Us brand.