Ad of the Day: Diesel dresses a sheep in chic clothing for campaign against Uncool Wool

Diesel has begun the much-needed revolution against the cult of the ugly Christmas jumper with the tongue-in-cheek campaign, ‘Say No to Uncool Wool’, which features a sheep dressed in leather and denim as its central protagonist.

The hero video follows the fashion brand’s artistic director, Nicola Formichetti, as he begins a quest to obliterate the kitsch, itchy sweater style from fashion. He formulates ‘Say No to Uncool Wool’ but struggles to develop the campaign’s central motif.

Inspiration strikes him in the form of a sheep, which he proceeds to dress in Diesel’s staple edgy style for the main photoshoot. “Sheep against uncool wool?!” he cries. “That’s perfect!”

Diesel’s agency, Publicis Italia, has also produced a series of supporting films, including a documentary exploring how to dress a sheep, how to decorate your home and how to make a snowman.

All cool clothing featured modelled by the ad’s ovine creatures is also ‘available in human size’.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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