De Beers’ Holiday ‘Celebration’

De Beers' Diamond Trading Company will "bombard" male consumers this holiday season with ads urging them to "celebrate their love" with diamonds. "The theme of our holiday campaign is that male consumers should go out and tell the woman how much they love her and how they appreciate the constancy of her and how much she does for them," says Wendy Trees, account director and senior partner for J. Walter Thompson, De Beers' U.S. advertising agency. "And there is no better way to do that than with a diamond." JWT hopes this emotional message will resonate in these uncertain times. "This year has been discombobulated and shaky," says Trees. "The stability and constancy of a loving relationship has become the backbone that keeps people going. Priorities have shifted for men, and they are not just about job, status, success. They really appreciate the importance of family, and it's somet
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