Throughout the years, Diesel has promoted their brand through their innovative and typically outlandish advertising. Their unique and successful marketing techniques have helped them gain popularity. They have a reputation for the “ability to create fresh, radically rebellious, inspiring and sometimes nauseating ad campaigns that really set the brand apart from the pack” (Sauer). Their absurd ads have gone as far as encouraging smoking an obscene amount of cigarettes in a day in order to get that “sexy cough” or approving the drinking of urine in order to stay young (Copeland). Diesel’s ad in 2007 for their new clothing line depicts two models relaxing on top of a skyscraper surrounded by a flooded New York City. Diesel’s ad is effective in promoting their name through shocking photography which creates a strong emotional response and lasting impression. Diesel targets global warming, a hot topic social issue, as a way to promote their brand but does not actually support it.
Diesel’s advertisement effectively captures the attention of the audience by the suggestive pose of the models. The models are placed in the center of the image and are the focus of the photo. The striking couple is wearing revealing clothing; the man’s shirt is unbuttoned and the woman’s short dress has a draping neck. The man has his head in the woman’s lap with her hand placed on his bare chest creating a strong feeling of sensuality. Seemingly unaware of the disaster that is below them, this image creates an aura of being above all and an air of arrogance. The fact that New York City is flooded does not seem to be on their minds, as they seem to have relaxed, nonchalant expressions. They are so enthralled with each other that their facial expressions do not show any signs of fear or concern. Appearing in high fashion magazines such as Vogue and Esquire, the ad targets young, fashion conscious male and female adults. The beautiful photography combined with the elements of sensuality and high fashion result in a captivating advertisement.
The lighting within the image focuses on the models making them the center of attention. The lighting makes it appear that the sun is shining down solely on them creating a sense of bliss. Being the brightest in shimmery clothing, the girl is the main focus of the ad. Both models are wearing light colored clothing, which creates a contrast to the dark blue water that is flooding New York City. The buildings in the background create huge shadows that make the backdrop eerie and foreboding. Overall, the lighting in the ad highlights the couple against the darker scene behind them.
Diesel’s logo, the word “Diesel For Successful Living” in small red lettering, is placed in the bottom right hand corner. This serves to subtly draw attention to the brand name. New York City is in the background of this photo and is submerged under water; only the tops of the skyscrapers can be seen which creates an “apocalyptic scene” (“Diesel Ads”). The...