Diesel will choose between GGT Advertising and Lowe Howard-Spink, both London, for its $2 million jeans account next month.
Paradiset is the agency behind Diesel's Cannes Grand Prix-winning TV and cinema advertising (AA, June 30). But the marketer is said to be looking for more product-oriented advertising from its new agency.
PARADISET'S SWAN SONG
The last work from the Swedish agency can be seen in Diesel USA's fall campaign. The ads are built around a journey to North Korea, with ironic images of waiflike Western models against a backdrop of locals clad in military garb.
"Paradiset did a fabulous job. They created an image and a lifestyle," said Diana Loguzzo, marketing manager for Diesel USA. "We want to take it to the next stage, become more product-driven."
Sales for Diesel were barely $4 million in 1985, the point at which Renzo Rosso, founder and director of the Molvena, Italy-based company, obtained sole ownership. In 1996, sales topped $325 million, according to Advertising Age International.
The print portion of the new campaign, running in September magazines including Detour, Allure, Out and Marie Claire, features six different images, all shot photojournalistic style in Pyongyang, North Korea, by Peter Gehrke.
INSENSITIVE BIG COMPANIES
The photos feature various fictional "Brand O" products and are meant to suggest, according to Diesel, the insensitivity of large companies marketing products in poor countries without considering their audience.
In one print ad, for example, the "Brand O diet" is promoted by a rail-thin Western model in Diesel jeans; copy reads, "There's no limit to how thin you can get."
Set in a country where a million people are dying of starvation, the ironic self-mocking ad sets the tone for the entire campaign.
MINI-DRAMA IN TV ADS
There's a TV mini-drama called "A Day in Pyongyang"-in 60-second and two-minute versions-that will run on MTV in Europe beginning Sept. 15 and on Time Warner cable in the New York market. The spot tells of a love story that culminates with the couple leaping from a bridge in an apparent suicide pact; they instead