Diesel launched their current fall 2017 campaign with a short movie filmed by director François Rousselet supported by images by photographer Tom Sloan, celebrating the power of imperfection.
The campaign displays an array of individuals flaunting what makes them unique supported by the soundtrack of Edith Piaf’s Non, Je Ne Regrette Rien [translation: “no, I regret nothing]. Each narrative in the ad is joined together on a film, as shown in the first clip and throughout, which is roughly cut and stuck together as it plays on the reel. Diesel promote recklessness and spontaneity through an unconventional approach to life. The models contradict societies expectation of beauty standards as gorgeous men and women embrace a monobrow, being cross-eyed, braces, big ears, acne and scars. Whilst others are portrayed with controversial habits, hobbies and addictions. Each character joins together at the end of the campaign as the film is being exposed as if joining a rebellion, this signifies the empowerment of flaws over beauty expectations.
Diesel is often known to promote an alternative, risky, reckless attitude in their campaigns as they did previously in the 2010 ‘Be Stupid’ viral campaign. The brand also promoted this campaign by rebooting their Instagram account, they explained their strategy “we think perfection is boring, and especially on Instagram everybody seeks perfection. Perfect photo, perfect picture, perfect life. And we are just tired of it. So we decided to delete everything for an imperfect new beginning.”
The ads overall moral is to “Go With the Flaw” because thats how you will be remembered, for your individuality. As much as I admire this motive to promote the extraordinary, Diesel are still displaying a ‘catwalk’ imperfection to adhere to the exclusive industry – it would be ideal to display more realism with some curves and ethnic diversity so that everyone can go with their flaws not just a particular demographic.