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”