The latest fashion campaign from Diesel may grab your attention, even if it creeps you out somewhat.

The film advertises its new "Diesel X Diesel" collection, which brings back vintage pieces while updating them for 2021, and it features a series of models going about everyday activities. They wash up, iron, unload the dishwasher, mow the lawn and more—but all while wearing freakishly super-sized smiles. 

The spot and accompanying print ads were created in-house and directed by Johnny DuFort at DoBeDo Represents, who's known for his surrealist photography. (Diesel's agency of record remains Publicis Italy, however the agency did not work on this campaign.) 

Diesel describes the campaign as "surreal" and says it's inspired by the brand's founding values and its "Successful Living" ethos. Diesel's new Creative Director Glenn Martens, who joined the company in October, said in a statement that it was "inspired by our constant pursuit of happiness" featuring "surreal imagery that evokes a sense of nostalgia and captures the spirit of the decades that inspired this collection."