Throwback Thursday | Tier10lab
Nothing embodies the idea of commitment like a diamond ring. It’s fitting, then, that De Beers, the largest miner and distributer of diamonds, has stuck with the same advertising campaign for more than 50 years. “A Diamond Is Forever,” after all—and so is a genius slogan. These four small words not only helped save an industry in decline, but also changed the bedrock of American culture.
It’s late February. Rain is pouring from the sky, wind is whipping at my face and I’m on the back of a camel that refuses to do anything but scowl resolutely at my left sneaker. The camel and I are on a dune in the northern African nation of Morocco.
It’s hard to remember the Internet before the turn of the millennium, but it was there, albeit much different and slower than we know it today. But even back in 1999, Volkswagen had a bit of foresight