Diesel has launched a satirical new advertising/marketing campaign for Spring, with the tagline ‘Be a Follower’, following on from the controversial Haute Couture (read Hate Couture) clothing range launch last year.

“Everybody wants to be an influencer today,” says the brand. “Becoming known on social media can lead to fast fame and vast fortune. But will it last? And, more importantly, are we sure that influencers really believe in what they’re promoting?”

With this in mind, Diesel took aim at the clichés of social media by emphasising where the ‘real power’ exists: in the hands and the feeds of the followers.

“We’re not judging influencers—we’re just looking at the phenomenon of social media through a different lens,” it adds.

PITFALLS OF INSTAGRAM

In keeping with its practice of breaking the rules, Diesel brings to life a multi-subject campaign with real influencers who are familiar enough with the brand (and the concept) to be self-ironic about the clichés and pitfalls of living an “Instagrammable” life. With, of course, denim as the central icon.

Those ‘influencers’ involved in the campaign include: Jennifer Grace @thenativefox, Kristen Crawley @kristennoelcrawley, the twins @amixxamiaya and @ayaxxamiaya, Elias Riadi @eliasriadi and Bloody Osiris @bloodyosiris.

“[They] recognize the exaggerations of their digital personas—and each of them is OK with a little self-deprecation, poking fun at their ‘social’ lives,” says Diesel.

“Multiple vignettes show these Insta-famous people in jarring or awkward situations—with each clip then cutting to a non-influencer, worry-free, living effortlessly and easily in their Diesel denims. Because, ultimately, no matter how famous you are on social media, it’s your followers who matter the most.”

Additional films, directed by Ali Ali and Ahmed Tahoun of Good People Films, have also been created. A selection of key visuals by Toiletpaper’s Pierpaolo Ferrari and Maurizio Cattelan – which also include Diesel’s watches and eyewear categories – complement the portfolio. The campaign’s overall creative concept and execution was handled by Publicis Italy.