I’ve written about the Italian fashion group Diesel before.
Well, it’s Diesel’s birthday, and to celebrate, they’ve produced a promotional video.
Before you go view it though, be aware that it really should have an over 18 rating:
Link to Diesel video on YouTube
One of my readers recently wrote to me about it saying that she was rather shocked and disappointed in Diesel for having made such a video. I suspect she may stop being a Diesel customer.
I don’t know if the video was made in Italy, but I don’t think it should be aired on prime time TV.
It may not create such a fuss in Italy as many Italians don’t tend to find pornography so shocking, instead they believe that sex is part of human nature and so do not make such a big thing out of porn. Indeed, porn is regarded as some thing of a naughty joke here in Italy.
However, if this video were to be shown on mainstream US or UK TV, then I think loud and vociferous complaints would be made.
With ever increasing incidences of sexually transmitted diseases in young people, especially in the UK, for example, do you think this was a particularly responsible move on the part of Diesel? The company’s main target is the young.
I’m not too sure whether this video will do the company any favours.
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What do you think? Pornography or creativity?
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This was terrible. Even for an Italian. Hideous, not funny, and amazingly in bad taste!
Hi Vanessa,
Interesting to hear an Italian opinion – thanks for commenting. I take it that you are not in marketing.
One Italian marketing expert I know thinks the video is very good – but he is viewing it through the cold clinical eyes of a professional.
All the best,
Alex
My god!
Creativity of course!
And if you check Diesel´s Campaigns over the yeaars you will realize that this video is 100% in Diesel´s Marketing corporate line…
By the way, I think it´s great!!hilarious!!!
Congrats Diesel!You did it one more time!
Following up the initial comment, I showed it too to a few fellow MBA friends, mostly males. They all thought the same I did, that it is in bad taste and vulgar. That said, is it creative? Sure. Is it capable of hurting the brand more than helping it? Yes. There are a lot of things to say about shocking campaigns (do you remember the mafia shot Oliviero Toscani used for Benetton?), but in the end the truth is that I am not Diesel’s target customer. I would love to learn what kids in their teens think of the spot.
Ciao!
Hi Vanessa,
Thanks for doing a little bit of ‘social research’. Reactions to this Diesel video are interesting. Just about all the Italian males who’ve seen it like it, and think it is very clever.
Italian women, including you, don’t seem to be of the same opinion.
One thing is for sure though, this video is getting the Diesel brand talked about. As for long term fallout, it will be interesting to see.
As a mentioned in a recent post on this, I’m going to show this video to a mixed male/female marketing master class this Thursday and I’ll be watching the reaction with interest.
Harmless fun or sordid vulgarity? The world will decide.
And as you say, controversial publicity stunts are nothing new for Italian companies – Benetton is especially well know for this, though not in recent years interestingly enough.
Kind regards,
Alex
i want to join dirty 30 party.