Are You Alive?
August 23, 2007
Diesel is in the midst of launching a new ad campaign called “Fuel For Life” that centers around their new perfume or as Diesel is calling it – elixir. Nice touch. The print ads feature some very good looking people and come with their own series of YouTube videos featuring the models asking, “Are you alive?” in various scenarios. The tagline at the end is also, “Use with caution.”
We like all that, but we’re not for the supporting web campaign titled No Legalization where consumers are trying to keep the perfume off the market. Come on… Is it that dangerous? Please. Naturally, the messages you can download are cryptic, but they’re a little too much so for our taste. An example is – “Shame On You. No Fuel For Life In My Life.” Another is “Let’s Beat Lust. No Fuel For My Life.” We really like the video heralding the No Legalization movement though (see below). It’s fabulous really.
Overall, the entire campaign’s art direction is done to the nines as one would expect from Diesel. Good work. As well, all the videos are compelling. We just think that last bit was simply not needed. There is such a thing as overkill.
August 24, 2007 at 8:16 pm
[...] Agency Spy recently dedicated a post to this campaign (man, this day has been all about Agency Spy!). It includes the new video ads. Either they are still trying to build buzz, or I still don’t get it. And I think I might be in the target demo for these products, so don’t try arguing that. As Agency Spy says, the art direction is good, and it looks to fit into Diesel’s overall image, which is important to me. But the tag, “no fuel for life in my life” is just so stupidly confusing. [...]