• by Amy Corr , December 9, 2015

Hearts on Fire diamonds launched a 60-second spot that doesn't feature any women in wedding dresses or men on bended knee. "Ignite Something" aims to change the way consumers relate to diamond jewelry. When I first watched the ad, I thought it was advertising a car. There's a couple running in the desert, feathers from a pillow fight, dust in the air from a speeding car, a woman walking on stage, and fireworks. All the while, a voiceover encourages viewers to ignite something, whether it's an adventure, a firecracker, joy, ecstasy, glee or togetherness. There are some shots of sparkly rings, but not as many as you'd expect for a diamond ad. See it here, created by TBWA\Chiat\Day NY.