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Boycott Diesel — Again

Monday, January 29, 2007

I pass through Toronto’s Union Station every day on my way to and from work, and, most of the time, some company or other has purchased what must be called something like the ‘Deluxe Union Station Advertising Package.’ This includes not only every single poster spot on the subway platform, but also gigantic sticker-murals on many of the walls, staircases and turnstiles. This morning everything was bare, providing a nice respite from the near constant bombardment of advertising urbanites have to put up with every day, but, by the time I was heading home, the little worker-monkeys had been at the place, and what they concocted supremely pissed me off.

Yes, it seems Diesel is at it again. They’re one of these ‘edgy’ companies who pride themselves on their ‘edgy’ campaigns. Some ‘edgy’ examples from the past include the ubiquitous piles of young sexy waifs, the gay one, and this lovely one, which was previously used as a call for a boycott by Mediawatch. Their latest one, though, has gone in another direction and sunk to a unique low — it is basically a call to revel in the destruction of the Earth.

Hyperbole? Maybe, but the idea is so damn stupid and arrogant that I felt compelled to call for a boycott of my own (or at least make you agree with me that it’s stupid). To see what I’m talking about, go to, and then click on the picture of Mount Rushmore at bottom right. There’s a short video (which I’ve only seen half of because the player keeps screwing up at mid-point — is anyone else able to watch the whole thing?), after which you are brought back to the main page and subjected to a gallery of photos based on the theme . . . wait for it . . . Global Warming Ready.

That’s right everybody — Diesel’s new Spring Line is designed around the idea that when it gets really hot because of global warming, their clothes are going to be the best to wear. When there’s sand up to Abe Lincoln’s nose at Mount Rushmore, you and your anorexic model friend can slather each other in sunscreen in Diesel; when it’s so hot that parrots make their home in European piazzas, you can look suave in your all black denim outfit (um, wouldn’t that be ridiculously uncomfortable to wear in that kind of heat?); and, when all of Manhattan has been swamped by hundreds of feet of ocean, don’t worry, because the model who lives in the penthouse at the corner of (what used to be) 5th Ave. and 36th St. is lookin’ damn fine in her new dress and erotically toying with her svelte play-thing, despite the fact that the waters around them would be filled with millions upon millions of dead bodies.

Now, of course, they’re not really saying they don’t give a shit about global warming. This whole thing is ironic, you see. The whole point of the campaign, if you search through the site a bit, is to draw attention to the badness of global warming. They even have a link to An Inconvenient Truth! (they’re really ahead of the game, as you can see).

But the problem is this — the campaign goes too far; it’s past the point of irony to where it just becomes self-desctructive. If an organization such as, for example, The Sierra Club were to run a campaign like this, then it would be ironic, because the Sierra Club is not trying to sell you jeans and underwear. They would ask, ‘is this the future you want?’ and we would say no. When Diesel does it, it doesn’t look like they’re asking that question — it looks more like they’re saying ‘wouldn’t it be great if it was warm enough to dress like this all the time? Well, bring it on, because it’s sexy and we’re Global Warming Ready!’ So the company as a whole is either really that inconsiderate or just immensely dumb.

So boycott Diesel. Write angry e-mails and so-forth.

They’re way overpriced anyway. 03971semaj

23 Comments leave one →
  1. Sarah P permalink
    Tuesday, January 30, 2007 10:20 am

    The question is, why would I buy Diesel clothes anyway? Do I really want to smell like gasoline?

  2. Wednesday, January 31, 2007 1:53 pm

    Boycott Diesel? Consider it done.

    Now then, you say Diesel is a clothing line?

  3. Frenchie permalink
    Thursday, February 8, 2007 2:37 pm

    I appreciate your contempt for this campaign. You’re not the first dissenting voice I’ve heard speaking out against it.

    Too bad I’m already dead set against buying high-end fashion, otherwise I would definitely boycott them.

    BTW: The Deluxe Union Station Advertising Package is referred to as Station Domination.

  4. James17930 permalink
    Thursday, February 8, 2007 5:14 pm

    Sounds kinky.

  5. mariusz permalink
    Monday, February 19, 2007 6:18 am

    I 100% agree, after I saw it I satred to send e-mails imedietely. I think it’ cynical, narrow minded and stupid. Ad adding Al Gores film at the end is even pathetic. How can you claim it is a voice for possitive change when it shows the worst possible approach to this serious issue.
    You can see the whole film on:
    It’s even more cynical – it youst hard to belive.

    best regards

  6. ClaudiaMarcus permalink
    Monday, February 26, 2007 3:02 pm

    hello??arent there other things that should be taken care of then a diesel campaign??those pics are just fake you know…and we quite like the style.i think that should be seen as point in bein pissed off.diesel is not gonna harm anyone with those pics.but maybe you do by driving to work every morning….

  7. James17930 permalink
    Monday, February 26, 2007 4:04 pm

    You may not be from Toronto, but you should probably have realized that Union Station is not a giant parking garage.

    Also, I love the implication that because I took the time to write this, I was neglecting some other issue of much grander importance.

  8. Monday, February 26, 2007 7:39 pm

    Whew! The pics are just fakes! Oh my god, that’s a load off.

    Now, let’s all go Hummer shopping!

  9. Tuesday, March 6, 2007 7:44 am

    Hmm. I really think you’ve got better things to do.
    Why not boycott something that should actually be stopped. Like Monsanto. Look up “Monsanto Lawsuit”

  10. Tuesday, March 6, 2007 8:24 am

    Here, here, Derik. Yes James, you really should buckle down and start working on ways to solve some of humanity’s greatest problems. For instance, instead of writing about a clothing line’s ads about global warming, why not just go out and fix global warming??

    And I also hear that the Middle East has been experiencing a few problems of late. So c’mon, let’s get cracking!

  11. James17930 permalink
    Tuesday, March 6, 2007 8:38 am

    I know — I’m so behind.

    Also, go check out Derik’s MySpace page. I think you’ll find it makes his comment nicely ironic.

  12. Kelsey permalink
    Monday, March 19, 2007 11:25 pm

    Not to quote the band Piebald, or anything, but “sex sells, and unfortunately, I’m buying.” Every advertising class will teach you that sex sells fashion. Every high end fashion magazine has pages upon pages of half naked, very thin models in one piece of designer clothing. The main piece for Diesel is denim. It’s obvious that they have taken this “one piece focus” approach, and are doing a fine job of it. They’re trying to get your attention, which, I might add, they have done quite well. Get over it and appreciate good fashion.

  13. lucia permalink
    Friday, December 7, 2007 8:19 am

    Its sad that people do not understand Irony! it has been Diesel message for many years, and why would anyone waste their time to boycot creative people. I would say, be little open minded and have a laugh. People do not listen when you scare them, show them horrific images, they just switch off, these are gorgeous to look at, and if anyone would think that they would wake up into the Dream situation once half of the planet in under water, than they are just plain s…..

  14. rudy permalink
    Saturday, December 29, 2007 9:17 am

    the beauty of all this is that diesel wants you to talk about it, you’re having an intelligent conv here on something as futile as jeans, diesel is way smarter, they want people to have feelings about their clothes and you do, they’ve not gained a customer as you it seems are generally people who would not buy diesel anyway, but they sure got you talking and in your networks the word diesel will stick and one day..who knows

  15. James17930 permalink
    Sunday, December 30, 2007 12:17 am

    I find it funny that a lot of people are missing the humour here.

  16. lora permalink
    Saturday, April 18, 2009 9:20 pm

    i love diesel…id never boycott them =]
    their jeans are way comfy and i think most people overreact to their campaign because they CANT AFFORD THEIR CLOTHES
    so why dont u get a descent job and shut the F up??
    ur retarted

  17. Sunday, April 19, 2009 10:57 am

    Oy, the Internet.

  18. Monday, August 23, 2010 10:45 am

    lol u guys fail this is a well thought out piece of design and u guys are to ignorant to acknowledge how well this piece of work is done. Its already got u thinking about there product! haha so no need to go on a crusade because u cant afford there cloths!

    • Monday, August 23, 2010 9:38 pm

      “Beal permalink*

      Monday, August 23, 2010 10:46 am

      Oy, the Internet.”

  19. Tuesday, August 24, 2010 12:18 pm

    I enjoyed reading through those comments again…Ah, the memories…

    • Tuesday, August 24, 2010 9:02 pm

      You could argue our commenting has been some of our best work.

  20. Tuesday, August 24, 2010 12:37 pm

    Oh yeah, and ‘Oy, the Internet’


  1. Your Jeans - Are your global warming ready?

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