This 'Diesel' Line is Promoted with Bizarre Social Media References
References: springstudios & adweek
In honor of Diesel's new Spring/Summer 2016 collection, the brand unveils its extensive ad campaign that uses bizarre social media puns as a promotional strategy.
Along with print ads there are also videos that run for about 10 seconds, which is a nod to the attention span of today's society and very suiting for the campaign. The printed ads make use of popular emoji icons, hashtags and status updates that appear on platforms such as Facebook. The video ads elevate the campaign by incorporating actions such as swiping left and right, which is the typical motion people use on dating apps like Tinder.
Overall, the campaign's use of bizarre social media puns is quite edgy. While it does captivate the viewer's attention, it seems slightly more focused on social media than clothing. The brand's artistic director Nicola Formichetti supports the ads by saying, "Our worlds, online and offline, are completely merged. Digital is now more real than reality."
Along with print ads there are also videos that run for about 10 seconds, which is a nod to the attention span of today's society and very suiting for the campaign. The printed ads make use of popular emoji icons, hashtags and status updates that appear on platforms such as Facebook. The video ads elevate the campaign by incorporating actions such as swiping left and right, which is the typical motion people use on dating apps like Tinder.
Overall, the campaign's use of bizarre social media puns is quite edgy. While it does captivate the viewer's attention, it seems slightly more focused on social media than clothing. The brand's artistic director Nicola Formichetti supports the ads by saying, "Our worlds, online and offline, are completely merged. Digital is now more real than reality."
Trend Themes
1. Social-media Advertising - Opportunity for companies to utilize social media puns to promote products, making them stand out in an era of short attention spans.
2. Short-form Video Ads - Opportunity for companies to create 10 second video ads that coincide with the attention span of young audiences and keep them engaged.
3. Incorporating Popular Emoji Icons - Opportunity for companies to leverage popular emoji icons to attract younger audiences and add a pop of emotion to their advertising.
Industry Implications
1. Fashion and Apparel - Opportunity for fashion and apparel companies to create off-beat and modern campaigns using popular social media trends to showcase their products.
2. Marketing and Advertising Agencies - Opportunity for marketing and advertising agencies to use new social media trends, such as emojis and short-form videos, to differentiate their clients' campaigns and attract younger demographics.
3. Video Production - Opportunity for video production companies to specialize in short-form video ad production to cater to companies targeting younger audiences with shorter attention spans.
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