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’.