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Diesel Reboots “For Successful Living” Slogan in Superhero-Themed Campaign

Diesel is channeling the old and the superhuman in its Spring/Summer 2020 campaign.

With it, the denim brand reintroduces its tagline “For Successful Living,” which it initially unveiled in the ’90s to establish Diesel’s now-trademark campaigns centered on provocation and irony—two things its latest video campaign is centered on.

Created by Publicis Italy and directed by François Rousselet, the video centers on an actor playing a superhero who’s having trouble portraying his character. After a series of failed takes, he finally takes a break, puts on a three-piece Diesel denim outfit and becomes the superhero he was trying to be.

“’For Successful Living’ is fundamentally about confidence, and the power that comes from finding in oneself both strength—and irony,” the brand said in a statement.

Diesel reintroduced its “For Successful Living” Tagline for its Spring/Summer 2020 campaign featuring superheroes in denim.
Diesel Spring/Summer 2020 Courtesy

Accompanying imagery was shot by photographer Kourtney Roy and features the film’s main character dressing in slim khaki jeans and a black stone washed denim jacket cracking a paved road with his fist.

Other images show another male superhero hovering over a city in printed black jeans with lime green accents, a black long-sleeved T-shirt and a sheer black utility vest, and a female superhero dressed in blue and white striped high-rise jeans, a black Diesel-branded bralette and an oversize utility jacket lifting a car.

The series ends with a superhero sporting a jean jacket, denim shirt and matching jeans, alongside another dressed in a black chore jacket and cropped jeans decorated with gradient artwork.