Integrity, Innovation & Quality
November 8, 2016
Nick Cannon, the host of America's Got Talent and Wild 'N Out, explores modern love — and diamonds — in the newly released "docu-short" titled Why Real Is Rare.
Tapped by the Diamond Producers Association (DPA) to study relationships and help unlock the magic and mystery behind finding "the real thing," Cannon looks into the lives of six couples to reveal new truths about human connection and commitment in the modern age.
"We share stories about the standout moments... that shaped their relationships, the challenges they've faced, and their unique take on why their commitment is the real deal," said Cannon. "Everyone loves in a different way, but they were all searching for something more genuine, and they found it in each other."
The "docu-short," which runs 3:18, can be seen on the "Real Is a Diamond" YouTube channel as well as the DPA website.
It's part of a new integrated campaign, which marks are dramatic departure from traditional diamond marketing. The campaign invites consumers to take a fresh look at diamonds as an ideal symbol of authentic, meaningful connection and commitment. "Real is Rare. Real is a Diamond" is the diamond industry's first category campaign in almost a decade.
"This campaign explores the delta between being connected and having a connection," said Deborah Marquardt, Chief Marketing Officer of the DPA. "It's common today to have hundreds, if not thousands, of connections. People are 'connected' online 24/7 but the ability to find someone special and have a genuine emotional, physical and spiritual connection with them feels more rare than ever before. The moments when couples realize 'this is it' are as precious and individual as a diamond itself."
Check out the "docu-short" below...
Credits: Screen captures via YouTube.com; Photo source: Diamond Producers Association.