In Diesel's view of the future, the world is one big beach. Not to mention, Diesel has an interesting take on survival of the fittest: in a globally warmed planet, the young and beautiful are left to frolic on their own. Some critics wonder whether mocking global warming desensitizes people to the grave reality of the cause.(Diesel)
As winter starts to fade, and winter fashion officially dies, Diesel heats things up. For its Spring/Summer 2007 advertising campaign, the innovative fashion brand is taking on the issue of global warming. Instead of a foreboding global forecast like Al Gore's "An Inconvenient Truth," the ads depict apocalypselike scenes as the backdrop to luxuriously posed models. This satirical twist on a serious global problem may seem apathetic, but the clothing brand insists its intent is to further awareness on the issue. At left, New York submerged in water while models enjoy some summer rooftop relaxation.(Diesel)
The campaign is consistent with Diesel's tradition of provocative ad campaigns. Previous campaigns included advocating the smoking of 145 cigarettes a day to get that "sexy cough" and drinking urine to stay young. The print ads are stamped: "Global Warming Ready." Diesel specifically mocks the hot topic by pretending all will be well when London is a mere island.(Diesel)
The Great Wall of China has become the "world's greatest sandbox" for the young and beautiful to play in. Despite the edgy campaign, it's difficult to predict whether the Diesel audience will even notice the subtleties. The campaign stays surprisingly consistent with fashion campaigns on the whole. With just a quick glance, a reader could pass off the page as an ordinary fashion shot, nevermind the stone wall protruding from the sand.(Diesel)
Once the city of amour, in the Diesel ads, Paris is transformed into practically the Amazon. The Eiffel Tower sits amid a bustling jungle. Not quite the same image as seen in Al Gore's PowerPoint slides, this Parisian paradise hopes to further the global warming purpose. The brand hopes that a nonscientific approach to the issue will interest more people. Then again, it all looks rather glamorous.(Diesel)
Imagine a walk in St. Mark's Square in Venice without the hordes of tourists, and instead, hordes of parrots. Diesel trades in the negative imagery of global warming, by focusing on what good could possibly come. The models are appropriately dressed in spring and summer wear. However, it would be hard to imagine anyone in jeans or a jacket in Venice during the summer, let alone when the planet's temperature has risen specifically.(Diesel)
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