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Diesel Spreads the Love in Post-Pandemic Campaign

A new campaign demonstrates the romantic side of everyone’s favorite fabric.

Diesel’s latest campaign, “When Together,” centers on reunited lovers clad in denim. Launched on Valentine’s Day, the campaign consists of a short film and still imagery shot by documentary-maker Cheryl Dunn on location in New York City. The campaign captures real couples of all backgrounds, sexual orientations and ages celebrating their love after being deprived of in-person connection for so long.

The campaign encapsulates the cautious optimism that trend forecasters said will set the tone for 2021, as regions around the world seem to be finally gaining more control over the Covid-19 virus that defined 2020. According to Diesel’s creative director Glenn Martens, the campaign champions inclusivity and hope when the world needs them most.

“Diesel, for me has always stood as a radical player with its blunt honesty and its sense of fun,” he said. “Its unique voice has made it an undeniable icon in culture. I want to celebrate Diesel’s founding values and restart by building bridges through a message of hope, optimism and inclusiveness. We really are working for a better future.”

Martens, who also serves as Y/Project’s creative director, recently joined the team in October, having previously worked with Diesel’s Red Tag initiative. This campaign is his first under his new role, and complements the brand’s repertoire of marketing that firmly balances edgy imagery and fun-loving messaging.

Diesel's Enjoy Before Returning campaign
Diesel’s Enjoy Before Returning campaign Courtesy

Previous campaigns include “The Most Expensive T-Shirts Ever,” in which the brand debuted its venture into Miami real estate with a line of T-shirts, a super hero-themed Spring/Summer 2020 campaign, and the “Enjoy Before Returning” campaign that ironically called out “wardrobing” offenders.

“When Together” will continue with additional short films highlighting “first again” experiences such as the first touch, conversation and moment of closeness following the pandemic. The campaign will also extend through social media, with archival capsules featuring each couple’s favorite memories.