Perfection is Boring, as this New Diesel Ad Proves

While the web pursues #flawless Diesel celebrates imperfection in new campaign - 'Go With the Flaw' - directed by François Rousselet.

Diesel has always challenged conformity and today, conformity is the chase of perfection. Look at your social channels: perfect holiday, perfect pictures, perfect life, all fitting in with the status quo and all going with the flow. 

It’s now time to GO WITH THE FLAW.

Be unordinary because flawless is forgettable. Roll with what you have, even though it may not be ideal. Embrace what you cannot control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.

It’s time to go with mistakes, go with remakes, go without knowing if you have what it takes. GO WITH being reckless, impulsive and different.

“I was fifteen years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done so far”, says Diesel founder Renzo Rosso. “I have always been more interested in imperfection, because it stands out from the crowd.”

A film by François Rousselet, the French director who has created videos for Snoop Dogg, Madonna and The Rolling Stones, is the cornerstone of GO WITH THE FLAW campaign, conceived by Publicis Italy, the new creative agency of Diesel.  During the mini-movie Edith Piaf provocatively sings ‘Non, je ne regrette rien’ as the cast embrace the uncomfortable of their everyday lives – and rise above it, never looking back. 

Always late? You’ll make a big entrance. Secret snorer? Your lover has a soundtrack. Bad dancer? You’ll be a YouTube sensation. Lazy? You won’t waste energy. Style your shortcomings into something extra – because success lives outside of conformity. Perfection is overrated.

“Being unique is much more beautiful than being perfect,” explains Diesel Artistic Director Nicola Formichetti, whose casting approach finds fascinating-looking people with interesting features, affirming the message of self-love.

“Change the way you look at things, so even the bad becomes positive, overcoming obstacles and fears. You’ll have the best life possible.”

“Diesel has made flawed denim a thing. It has always tackled mistakes and challenges head on and succeeded in focusing on what it has that others do not, all the while poking the world’s nonsense with a stick. That is what we continue to do in “GO WITH THE FLAW”. It is a reminder that our flaws help us stand out in a world that increasingly acts the same. Embracing our physical and character flaws, or the daily mishaps, or the awkward situations we get ourselves into is where the real fun and “Successful Living” comes from.” says Bruno Bertelli, Global Chief Creative Officer for Publicis WW and CEO Publicis Italy.

 

Throughout the GO WITH THE FLAW campaign, Diesel’s collections are something the characters rely on, without second thought or doubt.

The 2017 Fall Winter campaign will be officially launched with an event in Beijing, on Wednesday 6th September. 

At this event Diesel will partner with Chris Lee, Chinese music industry idol, unveiling a limited edition capsule collection that advocates a candid approach towards one's ego and celebrating imperfection. (in-store starting from 23rd September)

Campaign imagery for billboard and print is photographed by Tom Sloan, while the concept is in collaboration with Publicis.