I-RECALL: Private Surf - David Bryant, the creative director of Tribal DDB, takes a peek at Diesel's new online branding

This is the latest in a bunch of simple but effective microsites that build on existing campaigns rather than tackle the brand head on. Has no-one thought of a punchy name for them yet? (Sub-vertising? Adver-siteing?)

This is the latest in a bunch of simple but effective microsites that build on existing campaigns rather than tackle the brand head on. Has no-one thought of a punchy name for them yet? (Sub-vertising? Adver-siteing?)

One criticism that is often levelled at this kind of microsite is that they are 'one trick' - you see them once and think they're great but you don't return. I disagree with judging these new formats by traditional and outdated criteria.

I may not want to flip back to them, but they can make enough impact and bring additional depth to the communication, so long as the campaign idea is big enough to be expanded upon interactively.

In this case, it certainly is. In its latest campaign, Diesel literally turns the world upside down. The earth becomes Afro-centric. Europe and the US are relegated to third-world status, and the new upside-down world map puts Africa at the top.

The microsite builds on this big idea admirably. It purports to be an 'African Portal', and is executed with the kind of visual care that is so often lacking in interactive advertising. There are news and weather sections, containing Afro-centric articles and even some charity banner ads calling for aid to European famine victims.

It's an interesting intellectual idea, but I'm not sure it gets me emotionally.

All in all, it's one-off advertising done surprisingly well, but marred by an inappropriate tone of voice. We've got a cool northern European brand poking fun at an entire third-world continent. Let's have a bit of subtlety please. Here's to successful living for everyone.



www.dailyafrican.com

Owner Diesel

Site positioning Online advertising for the Diesel brand

Launched February 2001

Developed by ehsrealtime.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).