There was a big spike this morning in the number of hits on my recent post about the new 3.5-minute Cartier commercial. Apparently it aired again during the Sunday morning talk shows. Curiosity led me to more information about the commercial (or short film, if you prefer) and I’ve updated the post to include information from the related Cartier website.
I didn’t watch the commercial the first post, but I have now. Like all jewelry, it’s all about bling, a.k.a., human nature, a.k.a., vanity. Just consider it from a purely rational point of view. Diamonds, or other “precious stones”, are more valuable than cheap stones because of qualities that are hard to discern. They are harder, something only discernible by measurement, and they have a higher refractive index, only discernible by close observation. I submit that no one, not even a jeweler, can tell a diamond from a zircon from across the room. Precious stones are brittle, something different from hardness, and can be chipped or damaged. And as far as artistic value, I thought the woman’s bracelet was positively gaudy and uninspired.
I read somewhere that the inspired slogan, “Diamonds are forever” was instrumental in boosting their popularity, and hence their price, worldwide. I have seen evidence, but can’t find the link, that many diamonds, being controlled by only a few companies, have been stashed away to artificially boost their market price. And, consider this from a CBS 60 Minutes link:
Definitely about the bling. That’s why I questioned the propriety of the ad in America’s tough economy. Aside from wedding rings and other especially meaningful items, I don’t see putting a lot of money into expensive jewelry, and certainly not if one’s budget won’t support it.
Saw the whole thing again yesterday. It is a mini movie
I find it a lot more interesting now that I know what it all means and what went into making it.