INTERNATIONAL: INTERNATIONAL GALLERY: Diesel Paradiset DDB Needham

Diesel is renowned for its quirky advertising and this new spot is no different. It features a good-looking, Diesel-clad hero and is set in Little Rock in the Wild West. It opens on the Diesel boy dressing in his cowboy gear before the shot cuts to an ugly, unkempt cowboy, Slim, getting out of bed and dressing in dirty, torn clothes. The Diesel boy leaves his beautiful girlfriend and baby while Slim covers his ugly girlfriend’s face with a blanket and walks out of the saloon knocking a child’s lollipop out of its hand. Outside, Slim kicks a dog off the sidewalk, while the Diesel boy helps an old woman across the road. The street clears for a showdown between the good and the bad. They both draw their guns, but Slim is faster and the Diesel boy is shot dead. ’For successful living’ reads the ironic endline.

Diesel is renowned for its quirky advertising and this new spot is

no different. It features a good-looking, Diesel-clad hero and is set in

Little Rock in the Wild West. It opens on the Diesel boy dressing in his

cowboy gear before the shot cuts to an ugly, unkempt cowboy, Slim,

getting out of bed and dressing in dirty, torn clothes. The Diesel boy

leaves his beautiful girlfriend and baby while Slim covers his ugly

girlfriend’s face with a blanket and walks out of the saloon knocking a

child’s lollipop out of its hand. Outside, Slim kicks a dog off the

sidewalk, while the Diesel boy helps an old woman across the road. The

street clears for a showdown between the good and the bad. They both

draw their guns, but Slim is faster and the Diesel boy is shot dead.

’For successful living’ reads the ironic endline.



Country Worldwide

Agency Paradiset DDB Needham

Client Diesel

Writer Jacob Nelson

Art director Joakim Jonasson

Directors Traktor

Production company Partizan Midi Minuit