Mother New York unveils a real diamond of a campaign

Is any one producing better work at the moment than Mother?

There are two Mothers to note, of course, and this new campaign – ‘Real is Rare’ for the Diamond Producers Association – emanates from New York.

Mother found that young people in the US were reluctant to commit, dubious about marriage and suspicious of pricey stones. But were after a long term relationship and some way to mark it regardless. So it hired Caspar Balslev from RSA to put the research findings on screen.

That’s not very creative – or is it?

Yup, it is. If this doesn’t shift some diamonds then they might as well leave them in the ground.

MAA creative scale: 9.

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