Diesel replaces Lowes with in-house ad team

Diesel, the Italian clothing company, has parted company with its advertising agency, Lowe Howard-Spink, as it seeks to move its brand upmarket.

Diesel, the Italian clothing company, has parted company with its

advertising agency, Lowe Howard-Spink, as it seeks to move its brand

upmarket.



Diesel’s new line, Diesel Style Lab, which will compete against designer

brands such as Calvin Klein and Dolce & Gabbana, will have its

advertising created in-house.



The jeans, workwear and accessories company retains its relationship

with DDB Paradiset, the Swedish agency that made Diesel’s name with a

series of quirky branding campaigns.



Diesel’s advertising and communications director, Maurizio Marchiori,

said: ’Lowe Howard-Spink’s work has been very high-profile and in line

with our company’s philosophy. We are now moving into a new direction

with Diesel Style Lab, whose communication requires a new creative

strategy that we will have to generate inside the company with an even

bigger involvement from our creative team.’



Tim Lindsay, Lowes’ chief executive, added: ’The past year has seen a

very successful partnership develop between ourselves and Diesel. We all

enjoyed working on the account and are delighted by the quality of the

creative work. We believe the campaigns have generated tremendous

awareness among the target audience and have further developed the cult

of the brand to support specific product lines.’



Lowes won Diesel’s worldwide advertising task last September. Its denim

campaign set out to be deliberately provocative. One of the ads, which

featured the Virgin Mary and nuns wearing jeans, prompted numerous

complaints to the Advertising Standards Authority.



with a brief to create a more product-orientated style of advertising.

The agency launched its first work in January with a two-pronged attack

promoting its youthful fashion range and its older denim range

(Campaign, 30 January).



The fashion campaign continued Paradiset’s long-running ’successful

living’ theme, but placed more emphasis on the product. Kitsch

executions took the form of mock catalogues for items such as gardening

and car equipment with models wearing Diesel clothes.



The denim campaign was darker in tone and deliberately provocative. One

of the ads, which featured the Virgin Mary and nuns wearing jeans,

prompted numerous complaints to the Advertising Standards Authority.



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