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.