In the images shot by Santiago & Mauricio, Creative Director Nicola Formichetti incorporates all of the ingredients necessary for a viral sensation among the youths. There's a Jonas brother (Joe, to be exact, who has 3.2 million Instagram followers), well-placed emojis, scantily clad models and an androgynous new face (Stav Strashko) who's sure to get people talking. Jonas's ads — some of which include members of his band DNCE — include the cheeky tagline "I have more followers than Diesel," while others have a more sexual connotation, like a foursome of models posing closely with the caption "it's complicated."
This digital-focused (and underwear-heavy) campaign fits right in with Diesel's new advertising strategy: The campaign will appear on sites like ****hub and You****, as well as on Grindr and Tinder. While it's great to see that brands are finally embracing the digital age, the campaign theme of going full Internet is already starting to feel a bit stale. With texting, Instagram, dating apps and **** sites already covered, where can we go from here?
