- Diesel, the Italian jeans manufacturer, has caused a storm with its latest cinema commercial, which is set among the trenches during the First World War.
The ad features images of the trenches under shellfire as a young soldier opens a parcel sent to him from home. It turns out to be a pair of Diesel jeans, which makes him so happy he stands up and parades them in front of his comrades. One soldier who stands up to protect him is shot in the back.
The Advertising Standards Authority has said it will investigate the ad after receiving complaints from a number of people, including a woman whose uncle was killed in the war. Diesel defended the ad as "lighthearted."