January 23, 2007

Heidies

by Piers Fawkes in Fashion, Design, Web & Technology, Advertising & Branding

Heidies-2

Have you seen this?! Pretty extraordinary campaign by Diesel where 2 girls in their underwear try to convince Diesel to hire them as models - or they’ll chop of the sales assistant’s balls. All streamed live with the girls reacting to the chat forum. Very little censorship too! Wow! (And the campaign’s pretty amazing too).

This is web TV.

Diesel

2 Responses to “Heidies”

Celestine
Posted from: 68.175.110.130
January 25th, 2007 at 5:47 pm

I loathe this new campaign. While Diesel nicely takes on Web TV, the overall spot is a sad commentary: a fictionalized scenario of girls in their underwear trying to become models? Sigh… Oh and yawn, too. Overall, this is a trite concept.

If you check out the live comments, you’ll see that it’s boys, boys, boys. Okay, so what does this spot really achieve other than serving as soft core for some gents, the alienation of some gals and the overall vapid goals of our culture?

Anyone?

At the least, Diesel could of made this a lot more interesting by playing with the gender roles, giving the girls an actual goal that would mean something (we’re hijacking the site until Diesel donates 10K to a green fund) or even by just making the participants a little smarter and more fun.

Sheesh. Thumbs down.
Piers Fawkes
Posted from: 66.151.115.66
January 25th, 2007 at 5:52 pm

It’s valentine’s day in 3 weeks. I think they might be talking to the right audience, no?