The solemn monkey

New Diesel Ads make Global Warming “Cool” | February 10, 2007

Just about everything can be used to sell mostly useless stuff. And can this picture be more suggestive? “Come on Paul! Do me on that tree while we still can! Sea levels are rising you fool.”


The new Diesel ad campaign has swapped the obvious sexual connotations of previous seasons to focus on something more serious: the effects of global warming.

Shot once again by Terry Richardson, the images are unsurprisingly highly stylised and glamorous, but in an unusual twist the emphasis in the pictures is clearly placed on the location rather than the products. Scenes show life in a world that has been completely altered by global warming, with rising sea levels and increased temperatures. Obvious landmarks including the New York skyline, Mount Rushmore and the City of London are shown almost completely submerged in water, whilst the Great Wall of China is buried in sand, the pigeons of St Marks Square in Venice have been replaced by parrots, and palm trees and lizards surround the Eiffel Tower.




  1. I love the aesthtics of the ads but I’m not sure what brand Diesel are aiming at – any thoughts?


    Comment by danlewer — February 10, 2007 @ 2:29 pm

  2. What’s amazing is that they use something like global warming to make their product (clothes) cool. Basically, it means that it doesn’t matter for them if sea levels are rising or if temperature goes up or if thousands will die, as long as you buy their stuff.

    Comment by ashenzil — February 10, 2007 @ 2:39 pm

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