The Diamond Producers Association, founded in 2015 by seven of the world鈥檚 leading diamond companies, is hoping to capitalize on one of television鈥檚 swankiest nights, the Academy Awards, with a film-like spot聽that targets Millennials.
According to a聽study published last year by De Beers, Millennials were the聽biggest diamond buyers in 2015.
The group, which includes some of the biggest names in the diamond industry including Alrosa, DeBeers and Rio Tinto Diamonds, makes its first televised appearance Sunday, with a well-crafted commercial that uses sassy imagery and concepts believed to be highly valued by those aged 17 to 37.
鈥淭his is a generation that has never been exposed to a category of [diamond] marketing geared toward them,鈥� DPA chief executive officer Jean-Marc Lieberherr, told WWD at the聽.
鈥淢illennials are looking for something genuine and authentic. What鈥檚 unique about diamonds is that they are a natural resource finite in nature and when you tell [Millennials] that diamonds are billions of years old and from the earth, they really respond.鈥�
According to a聽study published last year by Anglo American鈥檚 De Beers, the target group was the , a year in which most commodities plummeted, hitting the mining industry very hard.
The spot, titled 鈥淭he Runaways,鈥澛爄s one of the several the industry body, which aims to boost demand for the precious stones, has put together .
You can watch the commercial here: