A successful life

Diesel provides a road map to living on top.

Diesel has dropped its “Be stupid” tagline in its latest campaign, promoting its spring and summer 2012 clothing line, in favour of “Portraits for successful living.” A series of print ads, shot by photographers Mert and Marcus (Mert Alas and Marcus Piggott), feature the new line and include models interacting with, among other things, a giant robot, a giant egg and a giant pick-axe. Apparently being spanked by a large Lost in Space-style robot that gives out white roses the hallmark of a successful life lived. If only we’d known.


advertiser: Diesel
photographers: Mert & Marcus
models: Dimitri Tanner, Ashley Smith, Alison Nix, Patrick Kafka, Liu Wen, Maria Palm and Simon Nessman