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De Beers debuts holiday spot

November 03, 2009
The holiday television commercial for De Beers' Everlon Diamond Knot Collection will begin airing nationwide next week, along with participating retailers' own Everlon spots.

New York--On Nov. 16, De Beers' 2009 holiday commercial will begin airing nationwide with the spotlight on the new Everlon Diamond Knot Collection, according to a release from JWT, the advertising agency that handles De Beers' marketing in the United States.

The 30-second commercial, which can be downloaded here, features a couple ice-skating on a frozen pond set to a version of Sonny and Cher's classic "I've Got You Babe" by German duo Night Bird.

The woman glides easily around the pond, but the man stumbles and falls on the ice.

He eventually makes his way over to the edge of the pond where he grabs onto a tree branch, admiring his wife's ease on the ice from afar.

He, according to the release, has never been able to master the art of ice-skating, but comes to the pond because he knows his wife loves it.

At the end, the woman makes her way across the pond to her husband, where he surprises her with an Everlon diamond ring.

Then, it's she who has trouble staying on her feet.

The commercial ends with a voiceover saying, "Now, more than ever, you're each others' greatest strength," and notes that Everlon is "the strength of love, forged in a knot."

"This commercial creates an incredibly powerful story of the strength of love that will make the Everlon collection resonate with viewers by drawing them into a visually stunning and emotionally poignant moment," Sally Morrison, interim director in charge of De Beers' "A Diamond Is Forever" account at JWT, said in the release.

At the conclusion of the commercial, the Web site address ADiamondisForever.com flashes across the screen.

The site now includes a number of updates since the collection launched in September, including 360-degree renderings of eight Everlon pieces.

The Everlon Diamond Knot Collection is akin to similar beacon diamond jewelry programs created by De Beers in the past, including Journey and the three-stone ring, programs that were designed to stimulate diamond jewelry sales in the fourth quarter.

This year, however, De Beers is sharing the costs of the trademarked program with four sightholders--Elegant Collection/Jasani, JBDM, Pluczenik and Rosy Blue--and numerous retailers who signed on to participate in Everlon.

Participating retailers include about 300 independents, as well as Ben Bridge Jeweler, Fred Meyer Jewelers, Helzberg Diamond Shops, J.C. Penney Co., Macy's, Reeds Jewelers, Riddle's Jewelry, Sam's Club, Samuels/Rogers Jewelers and Zale Corp.

For more information on participants or the collection, visit ADiamondisForever.com.
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