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Diesel’s New Campaign Pokes Fun at 2020 Being a Buzzkill

Did the global pandemic force you to postpone a wedding, skip a graduation or miss out on a job promotion? Diesel has a new tongue-in-cheek way to memorialize what could have been.

The Italian denim brand’s new “Unforgettable Denim” line features more than 40 men’s and women’s denim styles that can be customized with personal messages on the back patch.

Specifically, Diesel is urging shoppers to use the customization feature to document the year’s events and milestones that never saw the light of day—or those that did instead. The intention of the collection, Diesel stated, is to “commemorate the memory-making moments that ensued in the absence of those plans.”

“For all the trips, events, parties, plans, ceremonies and more that could not take place in 2020, we are finding the opportunity to tell the surprise stories about the connections that were made, the fun that was had and the positive silver linings,” Diesel said in a statement.

In an accompanying campaign created by Publicis Italy, the brand features messages such as “Wedding,” “Tattoo convention” and “Andes hiking” as examples of consumers’ nixed plans that can now be remembered on their clothing.

The customizable collection includes a broad range of Diesel’s jeans, including women’s super skinny and flare fits and men’s slim and straight fits. Shoppers can add a message under 20 characters or select one from a dropdown of options for no additional charge.

No stranger to incorporating irony into its marketing, Diesel has previously run campaigns such as “Enjoy Before Returning,” which challenged the issue of wardrobing, and “The Most Expensive T-Shirts Ever,” which promoted its move to real estate.