The Achievement of Main Competitors - Diesel

Among all the main competitors of AllSaints, I would say Diesel is the strongest and toughest one to beat, in fact, I think it is not excessive to say Diesel is actually the KING of advertising within all the high street retailers. Although from my own memory, I have never seen any Diesel TV/cinema advertising; what really surprises me is then I do find some of their former commercial films on Youtube, how amazing!!!


Diesel Jeans - Mono Village - AW 2005

At a scout style camp the young men are woken up for exercises earlier, and then happy to find the days activities are lessons on mouth to mouth, a young man steps forward thinking it is going to be a young woman. However it is an elderly man he has to kiss, so he imagines it is a pretty blond girl and he is frolicking with her, and the advert ends with the man and boy riding horses.

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Diesel Jeans - Monster Burger - AW 2005

A pretty redhead woman is lazing about in the backwaters of a forest, as she does a man is fixing a trap. However a strange monster is creeping up on the pretty woman, and surprises her and gives chase, despite nearly catching her she escapes and the man with trap catches the monster, and the man hugs the woman. Then they are both shown making burgers with their children and selling Monster Burgers made from their captured monster.
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I personally think most of Diesel's advertising campaigns work very well since they are very impressive and attractive for me. I found that Diesel used to do their commercial films during 1990s, and the main concept of these commercial films is "successful living", which is just as Diesel's strap-line defines themselves. However, Diesel's performance by means of print media is what I actually appreciate; in fact, I am afraid that I would never be interested in Desiel if I only see their TV advertising. Diesel has been quite good at utilizing strong themes to bring out their collection and meanwhile promoting their brand image. Here are my favourite two Diesel's campaigns, I would say the ideas are so fabulous that even now I still think they are so interesting and cool.

Diesel AW2001 Campaign - Staying Young Forever

Diesel AW2003 Campaign- Today We Work Hard

I have been struggled to come up with a matching strap-line for AllSaints for a while; nevertheless, an excellent concept for the advertising campaign may be more important for a brand from my viewpoint. As a result, I have decided, first of all, to clarify my main theme of the campaign, then hopefully I could hence figure out if a new strap-lined is needful or not. At the moment, I am thinking to create a motif, which could stand for AllSaint's personality and also represent the life style or attitue of AllSaint's consumers. There are several elements would be definitely included such as music, multi-culture, allure and so on; however, I wish I am capable to cover above-mentioned factors and have some further innovation as well, hopefully I could gain some suggestions or comments from my colleagues.