The resulting facts and figures reveal such demographic pearls as the following: The average length of Diesel underwear appearing above trouser waistline is 31mm. In another ad/survey result, we discover that from 1996 to 2002 the number of sand castles accidentally destroyed by Diesel swimsuit wearers during the summer has gone from 9 to 67. The ads feature an assortment of sexy, well-oiled Diesel darlings gamboling in various environments juxtaposed against the banal graphic look of PowerPoint marketing presentations, replete with numbers, charts and graphs denoting the hardcore research data at work.
"As always, irony is an important style element in the Diesel campaign," says KesselsKramer art director Pim van Nunen. "This time, the campaign points out that marketing research is totally useless. By the time market results are presented, target groups already have a different opinion. So that's why we made up all the results in a funny and silly way."
The campaign was shot in L.A by Spanish photographer Luis Sanchis. The research will appear in print ads, outdoor posters, postcards, shop windows and in-store materials.