My wife absolutely loves this De Beers commercial. She actually looks forward to its reappearance each Christmas. Unfortunately for De Beers, that hasn’t translated into a purchase of their diamonds just yet, but that probably has more to do with… well, anyway, umm, yeah.
What my wife likes most about the commercial is Cat Power’s singing, the tender intimacy of the couple, and especially the husband’s knowing smile at the end of the commercial, that gets her every time. The commercial does a great job of creating a memorable ambience around diamonds. Its timing around Christmas and its targeting of middle-class husbands with sufficient disposable income to buy the product are sure to spur sales, too. Well done, De Beers! Whatever you may think about diamonds, they sure created a winning commercial.