Diesel's latest online campaign for the Freezy Sneaker shoes takes a 1970's video of a Finnish Disco Celebrity, mashed up to promote a new sneaker design, that is decidedly 80's. Try and make sense of that as a trend!
"Don't blame it on the sunshine. Don't blame it on the moonlight. Don't blame it on the good times. Don't even blame it on the boogie. Blame it on Aarlf Smaks," says Diesel.
According to the Italian fashion house, this native Finnish disco dancemeister was 'THE' man that any self respecting disco-goer aspired to be like, and is single handedly the one to blame for the way your dad deploys those sexy moves on the dance floor (the ones that obviously got your Mum so hot all those years back). So maybe, just maybe, he is in a strange way responsible for your birth as well!
While part of the emerging trend of video remixing, in this case Diesel's choice of Aarlf Smaks to promote the Freezy, pokes a big glittery finger in the eye of the current fad of big name celebrity product endorsement. That said, if this campaign video goes viral, Aarlf may just get big again.
Key Themes Behind This Trend
- Video Remixing
- The trend of video remixing is emerging, pointing to a disruptive innovation opportunity for companies to promote products in a unique and creative way.
- Nostalgia Marketing
- The use of nostalgia in advertising campaigns, as demonstrated by Diesel's use of a 1970's video to promote an 80's sneaker design, can create a memorable and emotional connection with consumers.
- Viral Advertising
- The potential for campaigns to go viral, as seen with Diesel's Freezy Sneaker campaign, presents an opportunity for businesses to increase brand awareness and reach a wider audience through creative and shareable content.
Where This Applies
- Fashion Industry
- The fashion industry can tap into nostalgia marketing and create unique campaigns that resonate with consumers through the use of video remixing and viral advertising.
- Entertainment Industry
- The entertainment industry can leverage the trend of video remixing to create new content and drive engagement with fans through creative and nostalgic mashups.
- Advertising Industry
- The advertising industry can utilize the power of viral advertising to create engaging and memorable campaigns that increase brand awareness and generate buzz among consumers.
