This 'Diesel' Line is Promoted with Bizarre Social Media References

By: Ady Floyd - Jan 23, 2016
References: springstudios & adweek
In honor of Diesel's new Spring/Summer 2016 collection, the brand unveils its extensive ad campaign that uses bizarre social media puns as a promotional strategy.

Along with print ads there are also videos that run for about 10 seconds, which is a nod to the attention span of today's society and very suiting for the campaign. The printed ads make use of popular emoji icons, hashtags and status updates that appear on platforms such as Facebook. The video ads elevate the campaign by incorporating actions such as swiping left and right, which is the typical motion people use on dating apps like Tinder.

Overall, the campaign's use of bizarre social media puns is quite edgy. While it does captivate the viewer's attention, it seems slightly more focused on social media than clothing. The brand's artistic director Nicola Formichetti supports the ads by saying, "Our worlds, online and offline, are completely merged. Digital is now more real than reality."