DIESEL SS'10

SALUTE TO THE STUPID!

The first online social fashion-tagged music video in the world featuring 100 Diesel lovers

There’s nothing dumb about stupid and Diesel fans know it very well now.

When they heard the first rumours about the possibility of being part of the cast of the SS’10 music catalogue video, they applied in mass. Diesel Facebook and Twitter pages have been on the brink of crash in the last two months: thousand of fans submitted their idea of Being Stupid using videos, images and drawings demonstrating (everybody of course in his own stupid way) how far they were willing to come to be part of the show!

And the challenge was really appealing: to be featured in the first ever online social fashion-tagged music video!

Inspired by Luc Godart’s “Bande à Part” movie, the video features the 100 lucky selected people doing the famous dance in a very Diesel stupid way. Created by the Diesel Creative team in partnership with agency Anomaly, the video is directed by French-born director Arno Salters; thanks to a special stop-motion technique, the music lovers featured rapidly change, along with their clothes, all while appearing to continue to smoothly follow the choreography of the dance. The film doubles as the debut video for breaking musical talent Josep Xorto, featuring the singer’s forthcoming track A Hundred Lovers.

Officially launched on www.diesel.com on March 26^th, the video is fully interactive (of course!): you can pause it, rolling over individual items to get further product information and buy them online and also find info about the people featured, linking to their activities and interests on their social network personal pages. Play now on: www.diesel.com/ahundredlovers!

Isn’t this a downright social media product revolution?

You can’t outsmart stupid – so don’t try. Long live stupid.