Diesel: XXX Years of Diesel Communication

Diesel was one of the first fashion labels to break the classic rules of advertising with a revolutionary marketing aim: to make people smile, and think, ask, and act. From the very beginning, the advertising campaigns were uncharacteristic, given the fact that the product was absent—a subversive and indirect way of communicating the brand, born out of respect for a media-saturated public.

The slogan “For Successful Living” has defined Diesel’s insouciant image as well as its ads, which parody conventional commercial messages with humor and irony. In 2008, in keeping with its character of constant renewal, Diesel changed its logo, eliminated the slogan, and inaugurated a new direction which emphasized its more rebellious and mysterious side.

Kevin Roberts narrates the history of Diesel’s bold approach to communications, and their messages full of humor, irony, and constant reinvention. Diesel: XXX Years of Diesel Communication is a lavishly produced volume featuring the iconic and controversial work of such groundbreaking photographers as David LaChapelle, Erwin Olaf, Ellen von Unwerth and Terry Richardson.

Hardcover 10.3 x 12.4 inches
272 pages
Full-color photographs and illustrations throughout
ISBN-10: 0847831663
ISBN-13: 978-0847831661
Retail Price: US$150.00
Published 2008
Rizzoli; Har/DVD edition