This is another campaign that caught my attention based on the “what the heck are they selling” confusion. A series of print ads shows ordinary moments set in an extraordinary future – trying to assemble a coffee table in front of a window showing flying cars whizzing by, a pancake stuck to the ceiling of a glass globe with a view of a nebula, a soccer ball sitting next to a broken slime-filled pod with a partially grown clone dangling out of the hole.
The videos are no more insightful, one featuring a birthday dinner among (french?) friends, one lights up a cig and accidentally pushes a lever on the wall which opens up the door into space and, screaming, gets sucked out into the vacuum. Another shows an amorous couple going into an apartment with a voice identification lock, and later the man stumbles out to get something (condoms, I assume) and can’t get back in. In the third, some people sit on a lawn with instructions trying to assemble a transporter kit, and the girl in the group goes to try it out but foolishly leaves her arm sticking out so that when she gets sent to the receiving end, her arm waits for her on the grass on the other side. I’m not sure if these ads would be more understandable if they were in english – maybe they say something like “Well at least I still look good in my Diesel jeans,” because that’s what these ads are trying to sell.
It’s a creative concept, very beautifully executed, but does it do the job? Can you sell jeans when you’re not seeming to try to sell jeans at all?
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