Video NSFW. You should probably give it a miss if you’re easily offended or not a massive child.
I love you Diesel.
I’m going to start by saying that I like Diesel’s branding. A lot. I don’t think I’ve blogged about any other brand half as much. They do cool stuff and I can’t deny that. Well, they *did* cool stuff. Their SS12 campaign was a little underwhelming but I held out hope only to end up disappointed. Their latest campaign, however, is bad. Real bad. Blog post bad. Compared to previous campaigns, such as BE STUPID or Diesel Island this season is a complete non-event. I don’t even know where to begin with just how bored this campaign makes me.
The top image below was the first I saw and it got me excited. I’m a sucker for a picture grid and Coco Rocha does a great job at being just weird enough to grab your interest. It’s a solid ‘fashion image’ (shot by Steven Meisel no less [he's kind of a big deal]) but it’s far superior to everything else I’ve seen from the campaign. The second image of the guy pretending to sing is downright painful and the pair dressed in black is so try hard I don’t even. I want to like it but I just can’t bring myself to do it.
Just a quick, and crude, one today. Two videos. Both mix porn and moving images that aren’t porn. One uses MSPaint style animation, the other stylised shots of intruments being played. Both very cool.
Not for the easily offended.
That’s about it.
There are a few brands that I absolutely love. From product to promotion they can do no wrong in my eyes. I’ve even made a (mental) list that will one day make the basis of a series of posts. Current leaders, for those interested, are IKEA (<3) and Marmite (what’s not to love?). Diesel used to sit pretty on top of that list but recently I’ve started falling out of love. For me the latest/upcoming campaign is a case in point and I’m starting to feel like I’ve seen it before.
I’ve always had a particular soft spot for the BE STUPID campaign and the latest images I’ve seen come across as shadows of their former campaigns. It’s very likely that I like BE STUPID too much, I’ll admit that. I’ll also admit that whoever said ‘it’s all relative’ is right too: it is all relative. Maybe I’m just being unfair and sentimental. I first saw the BE STUPID campaign during my year abroad and it’s all too likely I’m associating happy erasmus memories with happy Diesel memories. But less of this and more of the ads.
I’m not sure if the images I’ve selected above are representative of the campaign. I’ve mostly chosen them because I think they’re pretty cool and wanted one portrait and two landscapes pictures. The photos were shot by Mert and Marcus who are a really very, very cool fashion photography duo. They’ve shot for almost everything and their work is more or less flawless. I guess this leads me to loving the picture but not really getting the point. They’re just weird enough to grab your attention but unless I’m missing something I don’t see how they pull together. In a sense, they’re some sort of BE STUPID lite.
I really, really hope that there’s something more to this campaign that I’m missing. I hope even more that there’s going to be some amazing online, outdoor, event and guerilla marketing to accompany these images. I’ve always thought of that as being one of Diesel’s strengths and it would be a shame if this year’s SS campaign was ‘just’ this.
For now, I wait with bated breath.
Since my first sighting (Milan, 2010) I have been completely in love with Diesel’s BE STUPID campaign.
A fan of brash, bold statements this campaign struck me as a blinding light in the sea of lacklustre print ads. Compared to the contemporary ads hawking perfumes and timepieces Diesel made a brave decision taking unknowns and plastering their image with bright block copy.
I probably didn’t realise it then but these ads are what made me want to ‘get into advertising’. Each and every poster and billboard I saw was perfect. Whether a double magazine spread with jaw dropping imagery and attention grabbing copy or a billboard of stark black with neon pink text they spoke to me. I wanted to make this my career.
While a far cry from BE(ing) STUPID in tone the obituary that ran last week highlights Diesel’s love for strong bold copy. Inspiring words in simple black and white. A beautiful message told in few words.
Thank you Steve.