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Holiday Ads Target Male Egos.
The diamond industry continues to target the male ego with marketing plans this holiday season, as Diamond Trading Co. (DTC) ad agency J. Walter Thompson (JWT) has devised a fourth-quarter campaign asking men, "What will you do for love this Christmas?"
DTC's new multimedia campaign will tell its story through two sequential television commercials aired separately—the first in mid-November and the second at Thanksgiving. In the weeks between the spots, consumers will be able to follow the story through local radio ads and an interactive, experiential Web site. The campaign will be supported by national newspaper insertions and out-of-home placements in top diamond jewelry markets, with ads highlighting three-stone diamond jewelry, diamond right-hand rings and diamond solitaires.
The ads depict the story of a man who gets stranded at an airport during a snowstorm as he is trying to return home for Christmas. After talking to his wife by phone, looking at the three-stone diamond necklace he's gotten her for Christmas strengthens his resolve, and the commercial ends with a shot of him running through the airport terminal, followed by the teaser: "To be continued at ADiamondIsForever.com." Consumers can then follow the story through a DTC Web site enabling them track the man's journey home. Finally, the second commercial will debut during Thanksgiving week, when viewers will find that the man has commandeered a snowplow to get home.
Guys, what do you think? Appealing?
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