MORE DIESEL FUEL: Diesel is in a spending mood, increasing its already substantial advertising budget from 5 percent of sales to 7 percent for 2008. But the always unconventional label won't be spending it all with the fashion establishment. The company is planning guerilla marketing initiatives around the world and is increasingly targeting multimedia and digital communication, as well as an outdoor presence via a stepped-up billboard campaign.
Creatively, for spring, Diesel is using its ads to showcase product across its different collections for the first time, while tweaking the frenzy of modern, high-speed life. Diesel tapped British celebrity photographer Laurie Bartley, who portrays a series of models whizzing through a museum taking photos, or out on the streets of Los Angeles, running while putting on lipstick at the same time. "We want to point at the absurdity of these situations, which prevent us from savoring them," said a Diesel spokeswoman. The photos will include pieces from the new Diesel Black Gold line, in addition to the other collections, but the logo appearing on the ads will remain the brand's white and red banner.
ó Luisa Zargani