In its new Spring campaign, fashion brand Diesel pokes fun at influencers and tells viewers it's more fun to "be a follower."
A series of ads from Publicis Italy show real "influencers" (who aren't afraid to send themselves up) finding their Insta-friendly life is actually a hindrance to everyday stuff such as taking their clothes off, eating and traveling
In one spot, a couple about to go to bed together find their crazy over-the-top fashions take an age to unwind and dismantle. In contrast, a couple wearing Diesel get it on without any further ado. Another ad shows food bloggers trying to get the best angle on their meals, rather than enjoying their food and getting their fingers dirty, while a third contrasts a travel influencer laden with expensive luggage with a couple of Diesel-clad backpack-types traveling light and escaping the clutches of a suspicious customs officer.
The ads star real-life influencers Jennifer Grace (@thenativefox) Kristen Crawley (@kristennoelcrawley), Japanese twins @amixxamiaya and @ayaxxamiaya, Elias Riadi (@eliasriadi) and Bloody Osiris (@bloodyosiris).
"We’re not judging influencers—we’re just looking at the phenomenon of social media through a different lens," says Diesel in its press release. That's true, but in a month when Instagrammers are very much under the lens following the Netflix Fyre Festival documentary, it's timely.