The Diamond Producers Association partnered with NBC U Content Studio for new, Olympic-themed diamond ads that will run during the televised and digital broadcasts of the 2018 Winter Olympics in PyeongChang, South Korea.

“The Making of a Gem” series launched across NBCUniversal’s digital and social platforms on Feb. 5 and began airing on its networks last week.

The Real is a Diamond spots try to connect an athlete on the rise with the formation of a diamond, using the perspectives of a snowboarder, an ice skating duo, and a women’s ice hockey team.

The videos are certainly good at shoehorning diamond technology into a sports context.

“Even when I’m rough, unpolished, with all my imperfections, I’m still flawless,” said one.

“The breadth of common themes was surprisingly rich, and made for seamless and layered storytelling,” said Deborah Marquardt, chief marketing officer for the Diamond Producers Association, in a statement.

The pieces for the videos were chosen by stylist Tanya Dukes, who sourced from a wide range of designers including Sydney Evan, Jade Trau, Ritani, Sethi Couture, Barbela, Hearts on Fire, and Forevermark.

 

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