Diesel Ad Campaign Spring/Summer 2007 Are you “Global Warming Ready”? Chad Anderson Susie Bafico

Diesel’s History Italian based designer of mainly apparel goods that targets year olds Founded by Renzo Rosso and Adriano Goldschmied in 1978 Know as a fashion leader by defining their own styles and having unconventional working and advertising methods

“Global Warming Ready” The 2007 campaign used the threat of global warming as a basis for newspaper, magazine and billboard ads Consistent with Diesel’s tongue-in-cheek, attention grabbing style Generated very strong responses

Critics accused Diesel of mocking a serious issue Harder for those outside target group to understand Aesthetically pleasing ads showcase world landmarks and Diesel’s collection

Diesel’s intent to raise awareness Website promoted learning more, cheeky Q&A, links to Al Gore’s An Inconvenient Truth Exploiting for business, spreading the message or just selling clothes?

Was it effective? Stirred up controversy and attention, all press is good press Diesel’s Onion-esque satire works for their company New campagin with a video called Diesel Health and Safety Procedures — because “shopping can be lethal”