Diamonds Are Forever - Oxford Reference

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Diamonds Are Forever

Source:
Brewer's Dictionary of Modern Phrase & Fable
Author(s):
John AytoJohn Ayto, Ian CroftonIan Crofton

Diamonds Are Forever. 

The eighth film (1971) in the James Bond series, starring Sean Connery as Bond and based on a book of the same title by Ian Fleming (1908–64). The title (which was reinforced by a theme tune sung by Shirley Bassey) was inspired by a slogan devised in 1939 by US advertising writer B.J. Kidd on behalf of De Beers Consolidated Mines in South Africa as part of a campaign to promote diamond engagement rings.

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