Diesel Fragrances and Neymar release ‘Spirit of the Brave’ global campaign

By Charlotte Turner |

Neymar-Diesel-Spirit-of-the-brave-L'Oreal-leadFollowing April’s announcement that Brazilian football star, Neymar Jr., would be the first athlete to front a Diesel fragrance campaign, parent company L’Oréal recently released (19 May) the hotly-anticipated advertising campaign, ‘Spirit of the Brave’, in more than 40 countries.

 

As revealed in April, Neymar Jr was involved in all aspects of the fragrance, from its initial creation to the story of the advertising campaign. This included making decisions on the bottle, the juice, and the recent announcement on Instagram.

 

“I took part in the most important decisions,” said Neymar Jr. “It had to be a daring fragrance, and it also had to be related to what I like. I wanted a fragrance telling my own story and what bravery means to me.”

 

Diesel-Spirit-of-the-Brave-L'Oreal-bottleThe release coincides with Neymar Jr’s first decade as a professional athlete, and it also marks the 10th anniversary of Only The Brave, Diesel’s signature fragrance for men.

 

TELLING A STORY WITH TATOOS

L’Oréal comments on the advertising campaign: “By relying on the codes of entertainment, the film intends to define what sticks most to Neymar Jr’s skin: his tattoos.

 

“He has more than 70, each illustrating an important event of his life. Neymar Jr’s tattoos not only tell his story, they reveal his personality.”

 

The film directed by Mark Zibert features the bottle – shaped like a fist – which was inspired by one of his iconic tattoos; a lion inked on his hand.

 

This campaign, supported by photography also shot by Mark Zibert, has now been deployed in France, Italy, the United Kingdom, Germany, the US and of course Brazil.

 

International

OUT NOW: June/July issue + Top 10 Airports

The TRBusiness June/July 2024 edition, featuring the Top 10 Airports report, is now available...

The Americas

Avolta expands US presence with 15-year contracts at John Wayne Airport

Avolta is set to grow its presence at John Wayne Airport in Orange County, California, through a...

International

TR Consumer Forum 2024 photo gallery now live

The TR Consumer Forum 2024 was packed with memorable moments, from the very first networking...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend