© 2017 Lucy Latham-Humphries

Diesel Digital Generation – #DieselMatch – Lucy Latham-Humphries

This is a short thread of Diesel’s #dieselmatch campaign for their SS16 collection. The idea of the campaign was to showcase their new range of underwear, but as any underwear brand, the way in which it was advertised was provocatively, fleshy and with sexually explicit content.

The advert was made in 2016 to showcase their new collection, however within doing so, they tried to target the advertisements to a specific audience by subliminally using a somewhat inspired Barbara Kruger style conflict advertisement and emoji’s to fit in with the current trends at the time, making the advert appear familiar to the audiences.

Diesel History

Founded in 1978 by Renzo Rosso in Italy.

Started out by manufacturing jeans that Rosso could sell to his friends before turning it into a worldwide business.

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel

– Renzo Rosso

Figure 1 – Male / Female couple that are branded as “his” and “hers”

Figure 2

Figure 3 – A muscular male model showcasing the underwear with the social media hashtag “#dieselmatch” written across the chest advertising the campaign past the imagery

Figure 4 – the “its complicated” image with an all female couple standing next to a heterosexual couple, why is it complicated? what is?

Figure 5 – Diesel also took to using small 13 second videos to advertise the #dieselmatch campaign which have been uploaded to YouTube. It is called ‘always turned on’ in the sexual sense and technological (i.e. the mobile phone in the ad)

Figure 6 – another ‘always turned on’ short 13 second clip conveyed in the sexual and technological manor.

Figure 7 – Celebrity endorsement – singer Joe Jonas appears in this short 13 second ad with his new group DNCE about reconnecting to the internet

Figure 8 – Twitter interactions on the #dieselmatch campaign – consumers tweeting their (sexually explicit) responses to the campaign which shows the campaign has had an influence on consumers

Figure 9 – American Apparel did a campaign sexually exploiting their models but only their women models – as opposed to #dieselmatch who sexually exploited both genders and sexualities

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