Diesel’s new Diesel On Fadelite is positioning itself as both a fashion statement and superhero gadget. Its campaign also makes the most of the opportunity for the watch to be “cool”, with its superhuman associations.  The wearable tech is powered by WearOS by Google, and according to agency, Publicis Italy, can perfectly match with any “superpower”.

Publicis Italy has put the watch in the hands of three super individuals who live their own versions of the iconic brand statement – For Successful Living. Their three short films follow them as they struggle with their daily annoyances: a traffic jam, a locked elevator, an inattentive waiter – showing super-smart ways to conquer them. Super-powers will only take you so far, the brand says. Super-smart will take you anywhere.

The campaign, created by Publicis Italy, follows directly the agency’s For Successful Living Ss20 film and print campaign, which features “super” characters hiding among us. Because, according to Diesel and Publicis Italy, in a world with superpowers, successful living is about confidence and just the right amount of irony. Super-powers will only take you so far. Super-smart will take you anywhere.

Credits 

Creative Agency: Publicis Italy

Global Chief Creative Director Publicis WW: Bruno Bertelli

Chief Creative Director Publicis Italy: Cristiana Boccassini

Global Creative Directors: Thiago Cruz & Mihnea Gheorghiu

Associate Creative Director: Daniel Arango & Arthur Amorim

Art Director: Marie Poumeyrol

Copywriters: Caterina Marascio & Filippo Festuccia

Head of Art: Costanza Rossi

Designer: Luca Villa

Account Directors: Ilaria Castiglioni & Filippo D’Andrea

Account Executive: Mirko De Martini

Head of Social: Alessandro Bochicchio

Social Media Manager: Saraluna Goodloe

Head of Production: Francesca Zazzera

Film Producers: Matilde Bonanni & Eva Maio

Art Buyers: Caterina Collesano & Marcella Garutti

Films:

Production Company: The Box Films

Director: BICEPS

Executive Producer: Rocco Bronzino

Producer: Claudia Amendola

DOP: Leandro Ferrao

Editor: Marco Battiloro

Stylist: Thais Montessori Brandao

Music Production: Sizzer

Stills:

Photographer: Luigi Lucio Ziliani

Production Company: Wookiee Studio

Post Producer: Zum Studio

Production Director: Carla Pozzi

Set Design: Micol Di Palma

Key Visual & Product Video:

Photographer & Director: Kourtney Roy @ Lambert Lambert

2nd Video Unit Director: Edu Perez

Production Company: Lambert Lambert

Producer: Carole Lambert

Production Director: Ségolène Vial