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Creative Creative Works Diesel

Diesel asks customers to fill vacant CEO role in playful new ad

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By Rebecca Stewart, Trends Editor

October 5, 2017 | 2 min read

Diesel’s chief executive officer Alessandro Bogliolo resigned to take up a post at Tiffany’s at the start of the summer, and the brand is wasting no time looking for someone to sit in his chair.

DIESEL - CHAIR EXECUTIVE OFFICER - EN - WIDE

The spot is Publicis Italy’s second campaign for the fashion brand

The fashion house has unveiled a tongue-in-cheek ad fronted by its founder Renzo Rosso, seeking a candidate to fill the position of 'chair executive officer'.

“Our CEO has just resigned, leaving an empty space in our hearts and also our minds," Rosso tells viewers as a violin plays in the background, "so I'm looking for a new CEO – chair executive officer.”

The founder believes that high up on the list of qualities needed to take up the prestigious mantle is the ability to be “good at sitting,” since the suitable candidate is going to have to get used to sitting in an important chair.

The ad implores viewers to showcase their indisputable ability to sit in a way that’s different from others via a gif submission on the brand’s Facebook page, and the winner will get to spend a week in Diesel’s head office occupying the most important chair in the business.

The spot is Publicis Italy’s second campaign for the fashion brand since it was appointed as its agency of record earlier this year, striking a quirkier tone than the brand's previous work.

Diesel: advert-body-2 by Publicis Italy

By Diesel

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