Diesel Ad CampaignSpring/Summer 2007

Are you “Global Warming Ready”?

Chad AndersonSusie Bafico

Diesel’s History

Italian based designer of mainly apparel goods that targets 18 - 35 year olds

Founded by Renzo Rosso and Adriano Goldschmied in 1978

Know as a fashion leader by defining their own styles and having unconventional working and advertising methods

“Global Warming Ready” The 2007 campaign

used the threat of global warming as a basis for newspaper, magazine and billboard ads

Consistent with Diesel’s tongue-in-cheek, attention grabbing style

Generated very strong responses

•Critics accused Diesel of mocking a serious issue

•Harder for those outside target group to understand

•Aesthetically pleasing ads showcase world landmarks and Diesel’s collection

Diesel’s intent to raise awareness

Website promoted learning more, cheeky Q&A, links to Al Gore’s An Inconvenient Truth

Exploiting for business, spreading the message or just selling clothes?

Was it effective? Stirred up controversy and

attention, all press is good press

Diesel’s Onion-esque satire works for their company

New campagin with a video called Diesel Health and Safety Procedures — because “shopping can be lethal”