Music Friday: Jason Derulo Borrows Iconic Ad Slogan for His New Release, ‘Diamonds’

Welcome to Music Friday, when we bring you hot, new songs with jewelry, gemstones or precious metals in the title or lyrics. In Jason Derulo’s brand new release, “Diamonds,” the singer lavishes praise on his girlfriend with a borrowed phrase from what Ad Age magazine called the best advertising slogan of the 20th century.

Penned for a De Beers marketing campaign in 1947 by NW Ayer copywriter Mary Frances Gerety, the brilliant four-word tagline “A Diamond Is Forever” has inspired an Ian Fleming novel, a James Bond flick, an iconic theme song by Shirley Bassey… and a new tune by Derulo.

He sings, “Flawless like diamonds / Out of all the ones I’ve seen, you are the finest / I can’t buy your heart; your love is priceless / Diamonds are forever / Diamonds are forever.”

Written by Derulo, 1Mind, Rogét Chahayed and Shawn Charles, “Diamonds” is the sixth track on Derulo’s extended play called 2Sides. As its title implies, 2Sides will, in fact, have two sides, the first of which was released in November of 2019. The second EP is due later this month.

Born Jason Joel Desrouleaux in Miramar, Fla., the 30-year-old singer-songwriter-dancer-choreographer, has sold more than 30 million singles since launching his solo career in 2009. He changed his last name to Derulo because the French spelling was too hard to pronounce.

Derulo majored in musical theater at the American Musical and Dramatic Academy in Manhattan and got his big break when he won the grand prize on the 2006 season finale of the TV show Showtime at the Apollo. That exposure led to a recording contract with Beluga Heights Records and Warner Bros. Records.

When asked which artists have had the biggest influence on his music, Derulo cited Michael Jackson, Elvis Presley, Madonna, Prince, Usher and Justin Timberlake.

Please check out the official lyrics video of “Diamonds.” The lyrics are also noted below if you’d like to sing along…

“Diamonds”
Written by Jason Derulo, 1Mind, Rogét Chahayed and Shawn Charles. Performed by Jason Derulo.

Flawless like diamonds

Girl you are
Flawless like diamonds
I’m nothing without you
You keep me shining
I can’t buy your love; your heart is priceless
Diamonds are forever
So I know you’ll stay this way

Flawless like diamonds
Out of all the ones I’ve seen, you are the finest
I can’t buy your heart; your love is priceless
Diamonds are forever
Diamonds are forever

Got me shining, yeah
Shining, shining, yeah
Girl, you the baddest, yeah (Yeah)
Diamonds are forever, diamonds are forever (Yeah)

Baby, baby
I need you daily
The love we makin’ changed me, changed me
‘Cause you remind me of a melody
That kind you keep on singing, singing
My pretty lady
You know you make me better
Better then I’ve ever been
There’s no mistaking
You should be famous
‘Cause baby, you are

Flawless like diamonds
I’m nothing without you, you keep me shining (yeah)
I can’t buy your love; your heart is priceless
Diamonds are forever
So I know you’ll stay this way
Flawless like diamonds
Out of all the ones I’ve seen, you are the finest (Yeah)
I can’t buy your heart
Your love is priceless
Diamonds are forever
Diamonds are forever, yeah

Got me shining, yeah
Shining, shining, yeah
Girl, you the baddest, yeah (Yeah)
Diamonds are forever
Diamonds are forever

This love is forever
This love is forever, babe
‘Cause you make me better (Ooh-hoo)
Diamonds are forever (Ooh-hoo)
Diamonds are forever, no, no
Woo, oh
Diamonds are forever
Diamonds are forever, babe
No, no
Diamonds are
Oh-oh
Diamonds

Credit: Image by MTV International [CC BY 3.0], via Wikimedia Commons