The Diamond Producers Association (DPA) has once again teamed up with ad agency Mother New York to introduce diamonds to a younger audience. New print, OOH and digital display ads complement the TV commercials and digital videos first released by the DPA in October 2016, furthering the message that Real Is Rare. “The campaign features real couples, and the images show ‘stolen moments’ of tenderness where the diamond jewelry is treated as an unmistakable gift of love,” said Deborah Marquardt, DPA’s chief marketing officer. The new ads will appear in weekly and monthly bridal, lifestyle, fashion and entertainment magazines starting in July. Shot in New York City, the single-page ads juxtapose the lengths of the couples’ relationships with the age of diamonds.
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