Highly memorable campaign for a highly unethical company. I'm rating the advert, not diamonds or DeBeers.

Sounds like the rest of the industry has taken its queue from the original DeBeers ads. It has been effective, as sales have increased overall since the original aired some years back. Diamonds have always been a big gift item, since they tend to hold their value well. The ads helped cement the idea in the public conscience that giving a diamond is a symbol of love for a woman. Yes, the bigger the diamond, the more expensive the woman cost!!

I cannot help but notice the recent upsurge in ads, not only from DeBeers, but from the rest of the industry. They have a common issue: 2 or 3 new movies have come out just in time for the holidays detailing how the diamond trade has helped finance some of Africa's most brutal conflicts in places like Sierra Leone, Angola, and the Congo. They also raise the question of whether if the smuggling is still funding these wars. Many of these movies have been produced to eliminate the proliferation of "conflict diamonds" in the market. Ironic that, considering the bloody history of these shiny objects, that they would be considered a romantic gift! This has the industry going on the defense by trying to polish up its image, while re-emphasizing the "diamond is love" connection. Perhaps we should consider that beauty is more than just in the eye of the beholder? Diamond companies should do a better job of reinforcing their sourcing policies to ensure that a minimal amount of money goes into financing some of the bloodiest civil conflicts the world has seen.

No matter what one may think of the diamond industry, this was (and possibly remains) a great ad campaign. The combination of abstract shadows and classical music was very classy, tasteful and effective. The bottom line is that these DeBeers spots were a very good merger of concept and product.

I hope DeBeers takes Ron White's advise for a commercial. Diamonds: That'll shut her up..... for a minute.

magnifique!

As far as the message goes (love=jewelry), I'm not a big fan of it at all, but as far as advertising goes, the silhouettes moving across the walls to nice music effectively gives an air of sophistication and class. Plus, they're memorable and recognizable enough for people to make spoofs of it, so that's gotta say something.