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