The Diamond Industry Wants Millennials to Buy More Diamonds, So They Called Nick Cannon
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Cannon, one of the hardest-working renaissance men of his generation, begins the film by saying, “Honestly, I think that’s what we all search for as humans. To find someone that you can have a unique and rare experience with.” Then he interviews couples about how they met, and we discover that diamonds make great gifts because real love “is rare,” and that “real is a diamond.” If that sounds like an odd plot for a “short film,” it’s because it’s actually just a crummy commercial.
Neither Refinery29 or the DPA says this outright, but if you do a little digging it’s easy to discover the two are in the middle of a partnership meant to promote this particular campaign (the DPA’s first in five years). So this is just a commercial for diamonds masquerading as editorial content. I get the idea! But I still have questions.
- Why is the host for this video about how diamonds represent real, long-lasting, forever-and-always love being hosted by someone whose marriage couldn’t be saved by an enormous diamond?
- Why aren’t the happy couples given more time to speak about their relationships?
- Nick says filming the video was a “learning experience,” but what did he learn besides, “Wow, people buy diamonds that small?”
- Do you think that gay couple finally taught Nick Cannon how to explain gay people to his kids?
- Why do people refuse to understand that the so-called “rarity” of diamonds is concept manufactured by the same companies that stockpile them to raise prices/create the illusion of scarcity?
- Who told the Diamond Producers Association that millennials seek purchasing advice from Nick Cannon?
- Who designed the set?
- Are Nick’s remarks about being surprised and moved by the “authentic” nature of these relationships accidental Mariah shade?
- Do these two know they’re in love?
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