I enjoy an addition to my wardrobe just as much as anyone, but would I justify spending £80 on a ripped jumped jumper? After Diesels campaigns over the last year, I think I actually might.
Diesel began the year with their ‘Be a follower campaign’ this advert doesn’t directly focus on the clothes but instead the behaviour. It grabs our attention because it insults what our current society values so highly – our precious Influencers. It coincides with advertising theory of appealing to the shock factor (Yeshin, 2006). It’s controversial yet not offensive. There is a clear message in this advert, it highlights societies obsession with influencers and how we yearn for their life of luxury. But maybe their lives aren’t so fun and luxurious after all? Diesel shows it is not ‘Successful Living’, successful living is for the followers, who enjoyed their food, their company and dirty clothes.
Over the years Diesel has built up this brand personality of being rebellious, dangerous and care-free. Despite being a high-end brand it’s recklessness appeals to our rebellious side, we want to be one of the followers inside that TV advert. Diesel really plays on the audiences self perception by portraying the ideal-self for their target consumer (Szmigin and Piacentini, 2015), which is apparently me!
Later in the year Diesel came out with this ‘Enjoy Before Returning’ advertisement. Once again, for a high-end brand this immediately draws your attention. Why would a high end brand want us to wear their clothes with the intention of returning?
I can see this being very confusing for many. If I weren’t to know Diesel’s brand personality, I would not see the sense in this advert. Enjoying clothes and going out with the intention of returning is commonly frowned upon. Saying this, it is because it is frowned upon that it draws attention, it is controversial and aims to draw out the rebel in all of us. Diesel is encouraging us to do it so we can feel this thrill.
There is a clear strategy in these campaigns as they follow on from each other. They encourage their audience to act out, feel a thrill from acting out and enjoying life. Hence forth their brand slogan ‘Diesel- For successful living’. The consistency in their campaigns continues to successfully reinforce the idea that Diesel is in fact, very cool.
Szmigin,I and Piacentini (2015). Consumer Behaviour. Oxford: Oxford University Press
Yeshin, T. (2006). Advertising. London: Thompson Learning.
Amanda's Advertising Adventure 