To celebrate its 30th birthday, Diesel is throwing a global party (or more accurately, a party in 17 cities across the world) and they have created a campaign called Diesel XXX, making porn safe for work.
They have taken porn videos and photoshopped over them making the images innocent and safe for work.
I love this campaign, I think it fits their brand and their target market perfectly. A little bit edgy, very tongue-in-cheek and insightful for their audience.
The full video is below.
http://view.break.com/577249 - Watch more free videos
This post is tagged under: Marketing
OMG I *hate* it! I actually find that offensive and I’d be completely embarrassed opening it up in front of a client or work colleague.
But I guess that’s what marketers what to do. Get our attention and create discussion.
Lisa - yeah I admit, it’s not totally safe for work. I guess it’s safe for work if you work in a company where everyone is under 30. :)
I just think they totally nailed their target audience with this campaign. When I think of Diesel, I think of hipsters in skinny jeans, ironic tshirts and overpriced sweatshop sneakers hanging out in Paddington with smoothies and oversized sunglasses. I think this video and the whole campaign will really resonate with them as it’s “tinged with irony” (marketing-irony rather than actual irony) and subversive. Don’t forget this is the generation that’s grown up with Playboy being a brand that girls have on their pencil cases and bikinis, rather than the slightly pervy brand it was when we were teenagers.
I love it!!
I would be very comfortable opening this up at work or in front of clients.*
It’s bang** on for the target market and cheeky enough for us to be talking about it now.
*I should disclose that I work as a fluffer on a porn set.
**Gangbang 2.0