Models wear freakishly large smiles in Diesel's latest ad

Campaign conceived by Creative Director Glenn Martens is memorably creepy

Published On
Mar 25, 2021

Editor's Pick

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."

Credits

Date
Mar 25, 2021
Client :
Diesel
Photographer/Director :
Johnny Dufort
Photographer/Director :
Do Be Do Represents
Creative Direction :
Christopher Simmonds
Casting :
Midland Development Corporation
Stylist :
Ursina Gysi
Stylist :
M+A Worldgroup
Hair Artist :
Cyndia Harvey
Hair and Make Up :
Art Partner​
Makeup Artist :
Lauren Parsons
Director of Photography :
Eoin McLoughlin
Director of Photography :
Vision Artists
Set Designer :
Poppy Bartlett
Set Designer :
Magnet
Manicurist :
Pebbles Aikens
Manicurist :
The Wall Group
Production :
Holmes Production
Talent :
Mya
Talent :
Scouted by Mollie
Talent :
Raj
Talent :
PRM
Talent :
Jose Luis
Talent :
Menace Model Management
Talent :
Katey
Talent :
Body London
Talent :
Mensah
Talent :
Premier Model Management
Talent :
Jaden
Talent :
Models 1
Talent :
Kelly Anna
Talent :
Ugly
Talent :
Stan
Talent :
Oliver
Talent :
Michael
Talent :
Debbie
Talent :
Scouted by Mollie & Trill
Editing :
Tom Chick
Color Grade & Effects :
Coffee + TV
Retouching :
IMGN Studio

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