Campaign Spotlight | De Beers' Mini Movie Featuring Zhang Jingchu

    The diamond company and actress team up to shoot a romance-filled ad in Israel complete with shots of the desert, the Dead Sea, and an attractive male suitor.
    Jing Daily
    Jing DailyAuthor
      Published   in Retail

    Global diamond conglomerate De Beers recently teamed up with actress Zhang Jingchu (张静初) to create a mini-movie filmed in Israel featuring shots of the desert and the Dead Sea, as well as a mysterious guitar-toting wanderer, sentimental piano music, and an attractive male suitor. Assessments of the ad's over-the-top romanticism on Chinese advertising news site Adquan are mixed: some comments say it has “excellent filming,” is “well-executed,” has “pleasant music,” and is “incredibly beautiful,” while others believe it “looks like MTV,” has a “mediocre story,” and is “trivial."

    In order to catch up to its competitors in the China, the company embarked on a significant expansion plan in 2012, and opened its third Hong Kong store this month.

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