The ad for jeweler Michael Hill depicts gay couples but doesn't mention marriage. Mined diamond profits are down — due in part to cheaper manufactured diamonds and by the fact that many potential recipients of jewelry would rather have something more practical — like an iPhone — than finger ornaments.
The expanded internet video tacitly acknowledges that and attempts to spur sales by encouraging gem sales to celebrate, among other things, "brotherly love" and even love of one's self. Sons of Narcissus and daughters of Shirley MacLaine will probably go for this but we just don't see much sales to dudes buying rings for their brothers:
Wally: What's this, Beav?Yeah.
Beaver: Open it!