An actor's real talents don't emerge until he wears Diesel in brand's latest ad
Francois Rousselet directs spot from Publicis Italy illustrating the brand's original 'For Successful Living' tagline
Feb 05, 2020
Diesel's spring/summer fashion ad promotes its denim range with the story of a young actor playing the part of a superhero in a movie—but he's having a tough day on set.
He fails to nail it in his scenes, exasperating the director while getting exhausted wearing a mocap suit when filming a scene in which he has to soar into the sky. At the end of the day, he heads back to his trailer and changes into his Diesel denim—which then has a surprising effect.
The campaign’s overall creative concept and execution was handled by Publicis Italy, and it was directed by Francois Rousselet, via Division.
The brand says the spot is "fundamentally about confidence, and the power that comes from finding in oneself both strength and irony." It brings to the fore Diesel's original '90s tagline, "For Successful Living," which was first introduced in 1992 when Diesel worked with Swedish agency Paradiset. It has been re-used as an umbrella concept several times over the years, including in the 2017 campaign "Go with the Flaw," created by Publicis Italy.