Lowe Howard-Spink this week launches its first work for Diesel, the
Italian clothing brand, after winning the print account in September
from the Swedish incumbent, DDB Paradiset.
The campaign takes a two-pronged approach, with one set of ads targeting
16- to 24-year-old consumers for its fashion range, and the second aimed
at older consumers who are likely to be drawn to Diesel’s Denim
The fashion campaign continues Paradiset’s long-running ’successful
living’ theme, but places more emphasis on the product. Kitsch
executions take the form of mock catalogues for items such as gardening
and car equipment, with models wearing Diesel clothes.
The denim campaign, which is darker in tone and likely to spark
controversy, is designed to communicate Diesel’s expertise in both the
design and manufacture of denim.
One ad shows a fat, naked woman during a liposuction operation. The
nurses are clad in Diesel slim-fit jackets. The copy reads: ’Dump the
chocolate fudge ice-cream, hide the burgers, shed that excess weight.
It’ll all be worth it for our slim-fit jackets. They’re tailored tight
on the body and longer in the sleeves. Remember no pain, no gain.’
A second ad shows an elderly woman wearing dirty denim jeans, grabbing
the crotch of her sleeping husband, also clad in jeans. The copy reads:
’Only the finest quality 12.5oz denim is good enough for Diesel. This is
overdyed, then washed and finally distressed. The result is antique,
dirty denim that has an aged, vintage appearance. A bit like your
Other executions feature the Virgin Mary wearing jeans and a man hacking
a plastic mannequin to bits.
Both campaigns, which break at the end of January in the style press, on
48- and six-sheet posters and on cross-tracks, will be backed by a
dollars 20 million spend and will run in more than 30 countries.
The fashion campaign was written by Tony Miller and art directed by Gary
Anderson, with photography by Sandro Sodano. The denim executions were
written and art directed by Adrian Lim and Steve Williams
They were shot by Erwin Olaf.