Advertisement

Diesel Enlists Guinness World Records’ Title Holders in Latest Ad Campaign

SUCCESSFUL CAST: Diesel enlisted a special cast for its spring 2024 campaign, set to be released Tuesday. Continuing the partnership with Guinness World Records, the denim brand tapped a pool of real GWR title holders, personally chosen by creative director Glenn Martens, to front the images, which ironically nod to TV talent competitions.

In the campaign envisioned by Martens with art director Christopher Simmonds and photographed by Johnny Dufort, as well as in the short video flanking the images, the contestants-slash-models encompass different demographics and unusual, irreverent talents. The move mirrors the democratic and inclusive approach embedded in Diesel’s DNA and further propelled by Martens through his collections, show formats and communication since joining the company in 2020.

More from WWD

The Diesel spring 2024 advertising campaign.
The Diesel spring 2024 advertising campaign.

Contestants range from 91-year-old Jim Arrington, the oldest male bodybuilder, seen posing with a bare torso and Diesel underwear peeking from denim pants, to Aristotelis Valaoritis, GWR title holder for most wine glasses balanced on the head, portrayed during a demonstration of his skills.

Liberty Barros, who holds multiple flexibility records, including most chest to floor backbends in 30 seconds, appears in a stretchy pose on a table, eliciting the mixed reactions of a panel of judges, while Chanel Tapper, female holder of the GWR title for the longest tongue, is crowned by the imaginary TV show’s host with a sparkly tiara.

The Diesel spring 2024 advertising campaign.
The Diesel spring 2024 advertising campaign.

Other talents featured in the pictures include Rolf Buchholz, who holds the record for the most modifications on a male body; Mariam Olayiwola, holding several hula hooping records, including longest duration while spinning 30 hoops simultaneously, and Dalibor Jablanovic, whose record for the most spoons balanced on the face is displayed in a close-up image to highlight the brand’s watch.

In addition to the ready-to-wear collection, the campaign spotlights the wide assortment of Diesel accessories, encompassing bags, footwear, chain jewelry and sunglasses developed in collaboration with EssilorLuxottica.

The Diesel spring 2024 advertising campaign.
The Diesel spring 2024 advertising campaign.

This is not the first group — nor playful — campaign released by the brand. As reported, last year Diesel offered a denim-clad and irreverent take on the “Where’s Waldo?” series by involving models and hundreds of its staff members in the fall 2023 ads, which were staged at its headquarters in Breganze, Italy. The images included a cameo by Renzo Rosso, founder of the brand and its parent company OTB.

Best of WWD