Diesel is launching its spring/summer 2018 campaign today (22 January) with a film from François Rousselet, which depicts an intense romance that grows in spite of the couple’s hidden ‘flaws’.
The young protagonist of ‘Keep the World Flawed’ is first seen anxiously obsessing over the size of his bigger-than-average ears. He eventually makes the decision to go under the knife, which leads to him bagging a girlfriend, who he meets at a laundrette.
The two fall in love and, after a several highly charged bedroom scenes, our heroine falls pregnant. However, when the baby is born, it becomes apparent that his mother also had a flaw of her own – a big, crooked nose, which she too rectified with surgery.
The offspring is gifted with both his father’s ears and mother’s schnozzle, demonstrating the brand message that ‘eventually, our so-called flaws will always be stronger than any of our attempts to hide them’.
The ad is soundtracked by the Small Faces’ ‘What’s a Matter, baby?’ and is filled with hidden clues linking the spot to Diesel’s wider ‘Go with the Flaw’ campaign. The character’s unmatched socks, for instance, look to lead viewers to the Instagram page @wantedsocks, while the fictional Bluffet restaurant encourages them to head to bluffet.com where, in collaboration with BuzzFeed’s Tasty, three video recipes meant to fuel ‘flawed’ behaviour have been created.
The spot is an aesthetically matched follow up to September’s ‘Go with the Flaw’ launch film, which featured models with unibrows, braces and lazy eyes. Both were directed by Rousselet and conceived by Publicis Italia as a wider brand platform.