Another World... Springing Back... The Mastheads Continue to Shrink...

Diesel is continuing its surrealistic direction in its ads for spring.

ANOTHER WORLD: Diesel is continuing its surrealistic direction in its ads for spring, which will break in February magazines, including GQ, Details, Flaunt and Nylon, as well as outdoors in major cities like New York and L.A. Using black-and-white images shot by John Scarisbrick, the ads center on darkly enigmatic scenes such as an elderly foot fetishist worshipping model Jon Kortajarena’s Diesel high-top sneakers or a ramshackle apartment filled with cats. Rock progeny Alexandra Richards makes a cameo in one of the ads, which were photographed at 1896 Studios in Brooklyn.

“There are no messages, themes or commentary to understand,” explained Diesel creative director Wilbert Das of the hipster take on David Lynch. “Our objective is to intrigue and provoke a thought.” As for fall, Das worked with Stockholm-based ad agency FarFar on the new campaign.

The cinematic quality of the ads is taken further on the Diesel Web site, where the scenes are turned into short films. Diesel declined to divulge the ad spend for the campaign, but the Molvena, Italy-based company typically budgets 5 percent of sales for marketing annually, and that has not changed, according to a spokesperson. From January to September of this year, Diesel spent $5.8 million on U.S. advertising, according to TNS Media Intelligence

— David Lipke
Page:  Next »
load comments


Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

getIsArchiveOnly= hasAccess=false hasArchiveAccess=false