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Diesel ad campaign Spring-Summer 2012 The images, shot by celebrated photography duo Mert & Marcus, portray a Diesel lover who is sexy, strong, challenging, powerful and playful. More minimalistic than recent campaigns, the images nonetheless embrace Diesel’s trademark surreal touches, gently disrupting fashion advertising conventions. Beautiful women cuddle up to retro robots, embrace cacti or take flight with office fans. And while the main focus is on women, men are by no means out of the picture: whether they’re wielding giant pickaxes or caught in bear traps, they retain a typically Diesel tongue-in-cheek attitude. With its top fashion names, lush photography and product focus, the campaign is calibrated to provoke desire, while its witty styling, disarming props and subtle irony ensures that it remains pure Diesel at heart. |
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After the outright humor of Be Stupid and Diesel Island campaigns, the pioneer of premium casual wear shows off some other facets of its complex identity this season. The brand's latest advertising campaign underlines its status as an iconic brand, with simple yet startling images that express playful confidence and sophistication.