“A promise is a precious and powerful thing....” begins the new TVC produced by JWT and  created  by well-known  French dancer-choreographer Benjamin Millepied of the Oscar-winning  Black Swan fame.

The lyrically shot black and white TVC has all the best elements of advertising – a heart-tugging message; an emotional connect; flowing, lyrical movement; and an equally lilting background score.

Built around the theme of a “Promise”, the TVC builds up to its penultimate line “A True Promise will Never Be Broken”; an emphatic pause underlining the thought, selling the dream of commitment and “forever together” concept, which surely no young couple can resist.  

But the TVC’s final lines “Believe in the Promise.... Forevermark. The Diamond. The Promise,” holds out the guarantee of much more from the company.  It underscores    Forevermark’s commitment to diamonds that are beautiful, rare and genuine natural diamonds; as well as the assurance that Forevermark diamonds are responsibly sourced, and closely tracked from mine to market “ensuring strict business, environmental and social standards are met at every step”.

The new global campaign, of which the TVC is a part, will be used across all media including outdoor, print and digital and television. It will feature classic Forevermark designs as well as its latest offerings from the Cornerstone collection.