A central trend in advertising in 2010 was finding ‘normal’ people, sourced through social media networks, to help promote brands to their friends and others, and at times even appear in ads themselves. One of the most charming ads of the year to utilise this was a clothing catalogue-cum-music video created for Diesel by Anomaly and Stink Digital.
The video formed part of the Be Stupid campaign, a manifesto crafted for the brand by Anomaly that proclaimed that stupidity was the way forward in life. “To be stupid is to be brave, when you risk something that’s stupid,” it announced. “The stupid aren’t afraid to fail.” To illustrate this, various images of attractive folks getting up to cheeky antics were released online. For the A Hundred Lovers film, ‘stupid’ fans of Diesel were contacted via social media sites, and invited to star in the video. In a reference to Jean-Luc Godard’s classic film Bande à Part, they are shown performing a dance routine in a bar. The dancers are all dressed in Diesel clothing, of course, and viewers are encouraged to pause the film and then click on clothing they like the look of to get more info about the garments and be given the opportunity of purchasing them directly online.
In addition to information on the clothes, the site also allows visitors to view info on the dancers themselves. While they are all described as ‘stupid’, it quickly becomes apparent that they are not. Well not in the conventional, non-Diesel sense at least: for example, one of the female stars, Anjelika Kapanidi, is shown to be quite the linguist, speaking Portuguese, Russian, English and Greek. And while they may have all been discovered via social media sites, and are therefore not professional models, all those starring in the video are nonetheless strikingly attractive and cool.
Starring alongside Anjelika and the others in the campaign is singer Josep Xorto, who also provided the title track for the music video. Unsigned before joining the Diesel campaign, Xorto signed to Anomaly’s new record label and music publisher, Music Group, for the launch of the film, and the track A Hundred Lovers was the label’s first release. Alongside purchasing the clothes, visitors could therefore also nip onto iTunes and buy the song, thus completing the full Diesel brand experience.