A fashion ad with a story you are meant to understand – so much so that it has a narrative voice and subtitles. Now that’s worth watching. A story that pretty much everyone in its audience can relate to – now that’s worth noting. Publicis Italy’s story for Diesel JoggJeans also has another element rarely included in fashion films – humour.
It’s a story about online dating, which it gently mocks. While online dating ads earnestly promise that you will find that one true love, the reality is that getting there means eliminating an awful lot of not true loves-ever!!!
So Publicis Italy has made JoggJeans, the denim made for running away from bad dates.
The global campaign includes a 60-second film, supported by print, OOH, e-commerce and a series of local activations and hyper-targeted social media content.
Creative Agency: Publicis Italia
Chief Creative Officers: Bruno Bertelli (Global) & Cristiana Boccassini
Copywriter: Claudia Illan
Art Director: Hugo Wahledow
Creative Supervisor: Costanza Rossi
Agency Producer: Alice Crovato
Art Buyer: Caterina Collesano
Account Management: Maria Elena Gaglianese, Filippo D’andrea & Giuseppe Esposito
Client Service Director: Barbara Pusca
Strategic Planner: Noa Dekel
Production Company: The Family
Director: Marco Prestini
Executive Producer: Ada Bonvini
DOP: Mauro Chiarello
Post Production Company: Band
Colourist: Adriano Mestroni
Post Production, Editing & Sound Design: Numerique
Editors: Fabrizio Squeo & Samuele Schiavo
Sound Design: Top Digital
Photographer: Andrea Olivo
Directors of Global Creative: Milos Obradovic & Mihnea Gheorghiu
PR & Social Media Manager: Filippo Festuccia