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

Published On
Feb 05, 2020

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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. 




Feb 05, 2020
Client :
Agency :
Global CCO Publicis WW :
Bruno Bertelli
Cristiana Boccassini
General Manager :
Daniela Di Maio
Global Creative Director :
Thiago Cruz
Global Creative Director :
Mihnea Gheorghiu
Head of Art :
Costanza Rossi
ACD/Copywriter :
Michela Talamona
ACD/Art Director :
Fabrizio Tamagni
Copywriter :
Filippo Festuccia
Art Director/Designer :
Luca Villa
Account Director :
Filippo D’Andrea
Account Executive :
Mirko De Martini​
Senior Strategic Planner :
Monica Radulescu
Head of Social :
Alessandro Bochicchio
Social Media Manager :
Doina Tatu
Head of Production :
Francesca Zazzera
TV Producer :
Anna Sica
Art Buyer :
Caterina Collesano
Production Company :
Director :
Francois Rousselet
Executive Producer :
Jules De Chateleux
Producer :
Alexis Fonvieille
Director of Photography :
Matias Boucard
Editor :
Nicolas Larrouquere
Stylist Diesel Outfit :
Clare Byrne
Stylist :
Liate Cohen
Music Production :
Photographer/Director :
Kourtney Roy
2nd Video Unit Director :
Edu Perez
Production Company :
Lambert Lambert
Producer :
Carole Lambert
Production Director :
Ségolène Vial
Stylist :
Clare Byrne
Stylist :
Assistant :
Madeleine Kachurak
Hair :
Chi Wong
Hair :
M+A World Group
Make up :
Nami Yoshida
Make up :
Bryant Artists
Casting :
Edu Perez
Set Design :
Romain Gautry

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