I'm glad that concern for global climate change has made its way this far into popular culture. Really. But it's not sexy, and I'm annoyed that this campaign wants us to believe that it is.

Anybody who follows this Italian company (yes, I do, shame on me. And before anyone asks, NO, I don't work for them.) will not be surprised by this in the least.

Diesel's approach to marketing has always been flip, and in fact they've, albeit obliquely, tackled this subject before. The "Love Nature (While It Lasts)" campaign from three years ago had photos of barely-clad male and female models doing unspeakable things to flora and fauna.

We can debate the right or wrong, but you're not going to get Diesel to change its ways. In fact, anybody taking on their marketing approach is merely going to look out-of-touch to the folks that have bought this company's product since the early 90s.

All of their ad campaigns can be viewed on their website. Past campaigns include encouraging hipsters to steal police cars and criticizing the Western world's leisure-dominated culture ("We Work Hard" campaign).

RE. ChrisH

I understand that from Diesel's perspective it's probably an attitude of "If it ain't broke, don't fix it." What is broken is the climate, and people are changing their attitudes accordingly. It is the LACK of creativity, therefore, that I see in Diesel's ad's. From my work in the field of environmental packaging reduction, I have observed that it is young people that have a firmer grip of our environmental reality. I beleive that Diesel's target market is the MOST likely to be turned-off by their ads, and therefore am confident that thousands of former Diesel buyers have been birthed by this abhorrent campaign by a clearly immoral company.
Those of you who wear Diesel, it might as well be a fur coat in my eyes, and I'm sure many others.