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.
Agency Paradiset DDB Needham
Writer Jacob Nelson
Art director Joakim Jonasson
Production company Partizan Midi Minuit