Diesel Taps the Power of Dreams

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An animated airstrike.
For Diesel's latest global campaign, Dutch agency KesselsKramer created 30 print ads, all featuring Dieselish models with thought balloons above their heads that contain surreal dream fragments. Phrases like "I Must Destroy the Evil Bear" and "My Lover is a Clock." The agency, in turn, asked 30 filmmakers to create shorts based on the ads. The result is Diesel Dreams, a collection of films that is available both online and as a DVD at Diesel's retail outlets.

The roster of filmmakers is comprised of talent from 17 countries, including three directors from the U.S.: experimental filmmaker Bill Morrison; commercials and video director Douglas Avery of Villains; and Czar Films' PES, the New York-based stop-motion phenom who gained a name for himself with the cult short "Roof Sex" and a parody of the Nike commercial "Wild Horses." Based on the copy line, "I Fly Over the Kitchen City," the animator's contribution features an oddly chilling airstrike carried out in a world in which fighter planes drop peanuts, artillery fires clowns' heads, and it all ends in a flash of glass bulbs and tinsel.

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