Diesel, which announced last week that it had moved its advertising account from Anomaly to Publicis Italy, has now revealed the first work by the new agency -- an ode to flawed perfection that features models with tattoos, bad skin, unibrows, braces and cross-eyes, among other things.
Directed by French music video director Francis Rousselet (who has helmed spots for the likes of Madonna and Snoop Dogg) and set to Edith Piaf's iconic song "Je ne regrette rien," the film is called "Go with the Flaw."
From an angry-looking girl whose teeth set off a metal detector at the airport, to the skinny and tattoed pair sharing a jail cell, these are tough and mean-looking role models. There's nothing glamorous about the locations either -- seedy convenience stores, a dirty-looking trailer, a beaten-up car.
"Being unique is much more beautiful than being perfect," explains Diesel Artistic Director Nicola Formichetti, whose casting approach aimed to find "fascinating-looking people with interesting features" according to the brand.
Bruno Bertelli, Global Chief Creative Officer, Publicis Worldwide and CEO of Publicis Italy, says the new approach relfects the fact that Diesel is known for "flawed" denim. "Embracing our physical and character flaws, or the daily mishaps, or the awkward situations we get ourselves into is where the real fun and 'Successful Living' comes from," he adds, referring to the company's long-running tagline.
The campaign promotes the 2017 Fall Winter campaign, which is being officially launched with an event in Beijing today. Diesel will partner with Chris Lee, a Chinese music industry idol, unveiling a limited edition capsule collection that advocates "a candid approach towards one's ego and celebrating imperfection."
Tom Sloan photographed the campaign imagery for billboard and print.