De Beers- Now and Then

Diamonds did not used to be popular 50 or 60 years ago until advertising shaped them into what they are today. One advertsing agency in particular took this product that was once considered a worthless stone and made the image of a diamond that were are familar with today having it pose as a symbol with meaning and status. The agency that takes credit for this dramatic change in societal opinion is N.W Ayers and son which was soon taken over by DDB. However, they both represent the company De Beers. In N.W Ayers early work they hired well respected french artists such as Picasso, Matisse and Edzard to contribute to the illustration and copy work of the ad. Soon after Gerety proposed the line "A diamond is forever" obviously associating itself with love, marriage and a lifetime's worth of commitment to your loved one. With this idea in mind De Beers came out with the ad "How can you make two month's salary last forever?" Then under stating their famous coined phrase "A diamond is forever." An example of a more contemporary piece of work is DDB spelling out "A diamond is forever" in roses and over time watching the roses die making diamonds far more superior than roses.