Like so many fashion films, Diesel’s new ad for its autumn collection makes you wonder what the hell is going on. The theme of rebellion is palpable – the film is set to Edith Piaf’s, Je ne regrette rien. But then the film is called Go with the Flaw – and you can’t help but notice that the models are imperfect (a lazy eye, braces, a unibrow…) and the locations have a gritty, seedy character.
So if you think about the film, which its prime audience won’t, the film is about embracing your imperfections regardless of what “society” thinks.
But then, it doesn’t matter if the message is muddy. The film has its own edgy beauty. And U Be U has been the motto of youth since time immemorial.
“Flawless is forgettable,” Diesel agency, Publicis Italy, explained in the launch statement.
“Roll with what you have, even though it may not be ideal. Embrace what you cannot control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.”
“Being unique is much more beautiful than being perfect,” added Diesel artistic director, Nicola Formichetti.
The campaign is Publicis’ first for Diesel after it won the account from Anomaly Amsterdam. It was directed by Francois Rousselet, a filmmaker who cut his teeth on music videos for Kanye West, Madonna, Depeche Mode, Snoop Dogg, Pharrell and Jack White, and made his name through his Axe/Lynx film, Find Your Magic, which womn a Bronze Clio in 2016 and Nike’s Da Da Ding for Wieden+Kennedy Delhi, which won a Wood pencil at the 2017 D&AD Awards, a Gold Lion in Film and a Bronze Lion in Film Craft at this year’s Cannes Lions.
Credits:
Agency: Publicis Italia
Global chief creative director Publicis WW & chief executive officer Publicis Italia: Bruno Bertelli
Executive creative director: Cristiana Boccassini
Global digital creative directors: Milos Obradovic & Mihnea Gheorghiu
Creative supervisor: Costanza Rossi
Art directors: Simone Di Laus & Cecilia Moro
Copywriters: Beatrice Mari & Fabio Caputi
Head of planning: Bela Zieman
Senior creative planner: Noa Dekel
Account management: Giada Salerno & Maria Elena Gaglianese
Agency producers: Cecilia Barberis & Matilde Bonanni
Art buyer: Barbara Centazzo
Production company: Division Paris
Director: Francois Rousselet
DoP: Simon Chaudoir
Editor: Nicolas Larrouquere
Producer: Jules De Chateleux
VFX supervisor: Timo Huber
VFX producer: Lydia Evitt
Grade: MPC
Colourist: Richard Fearon
Music Design & Editing: Grand Central
Photographer: Tom Sloan @Lalaland Artists
Post production: Studio Invisible
Client: Diesel
Chief marketing officer: Dario Gargiulo
Creative director: Nicola Formichetti
Global head of advertising, media & product marketing: Giada Gheno
Head of advertising and e-comm production: Deborah Salbego
