Diesel Global Warming Ready

Diesel, the Italian clothing manufacturer, has been raising the heat with a provocative advertising campaign, “Global Warming Ready”, launched at the end of January. A series of newspaper, magazine and billboard advertisements shows models posing in Diesel clothing in a world affected by raised water levels and temperatures.

Global warming in Venice
Tropical birds in St Mark’s Square, Venice

Marketing staff see the “Global Warming Ready” campaign as consistent with Diesel’s tradition of generating attention and provoking discussion of serious societal issues with a tongue-in-cheek ironic voice. “Global Warming Ready” portrays the potential look of this new world while representing it in an aesthetically beautiful way. “The shocking effects of Global Warming are not immediately noticeable but are subtly revealed through details in the ads depicting ordinary scenes in a surreal, post-Global Warming world.”

Global warming by the China Wall
Sandy desert overtakes the China Wall

The advertisements feature New York completely submerged in water, St. Mark’s Square in Venice filled with tropical birds rather than pigeons, the Eiffel Tower in Paris surrounded by the jungle, a flooded Rio de Janeiro, a beachy Mount Rushmore in South Dakota and Finland, once Nordic, turned into a desert.

Global warming in Paris
Tropical plants growing in Paris

“Global Warming Ready” at first glance appears to be just another fashion advertisement. On second glance the campaign appears to be an arrogant swipe at the concerns of environmentalists. Wealthy people will continue to buy fashionable clothing even in a world affected by climatic disaster. A visit to the web site reveals further ambiguities.

Global warming in Rio

Rio de Janeiro underwater

The print ads are supported online with various consumer materials aimed at engaging with global warming. A tongue-in-cheek video raises issue relating to climate change. A map shows the world’s seaside regions completely under water. Diesel promises to provide a guide for dune buggy tours in Lapland and windsurfing on Fifth Avenue, New York. Diesel encourages customers to buy and watch Al Gore’s Oscar-winning documentary An Inconvenient Truth on DVD.

Global warming in New York
New York City submerged

“Ten things you can do to stop Global Warming” answers the question, “How can I atone (without changing my glamorous lifestyle, of course)? Diesel’s site visitors are encouraged to save the planet by having sex (quietly) to cut down on heating, walking to the shops, turning off lights, insulating homes with recycled denim, never taking a shower, unplugging electric guitar at the wall, giving fashion magazines to grannies, friends or anyone, hanging up towels, planting trees, and eating steak in a restaurant (to make it possible to get rid of the fridge at home).

Global warming in Mt Rushmore
Beach scene at Mt Rushmore

Diesel outlines a partnership with climate change watchdog, www.stopglobalwarming.org, an online grassroots movement designed to bring citizens together to demand solutions to Global Warming. “So a beach party in Mount Rushmore sounds like fun, right? If you don’t agree there is still time to turn the tide. Maybe. Get informed, get in touch and get involved. This is the cause of our lifetime and the fight our generation. It’s not just trendy. Green is the new black. Join the virtual march.”

Global warming in London
London a water playground

Not everyone is impressed however.

Mel Young, at New Consumer, calls for a boycott of Diesel’s clothing line. “Diesel is appealing the worst aspect of human nature – one of greed and selfishness. Perhaps the people who own Diesel might like to watch films of children dying in floods in Bangladesh, where existing floods are being exacerbated by climate change. It might just get them to understand that making ‘funny’ little advertising campaigns out of misery really is beneath contempt.”

Paul Harrison at The Varsity Online is similarly scathing. “It is clear that Diesel is far less concerned with fomenting political activism and lifestyle change than they are with selling their brand. As far as corporate social campaigns go, this attitude is hardly surprising, but Diesel’s campaign is particularly inept, blatantly self-interested, and woefully uninformed.”

Global warming in London
Summer holidays with the penguins in Antarctica


The Diesel In-House team, Wilbert Das, Antonella Viero, Lucinda Spera and Giulia Castellini, worked with photographer Terry Richardson, (Katy Barker Agency) revisiting the collaboration responsible for last year’s controversial angel campaign. All creative was designed by Diesel’s global agency Marcel, France, by executive creative director/copywriter/account supervisor Frederic Temin, creative director/art director Nicholas Chauvin, art director/typographer Romin Favre.

The campaign won a Silver Lion for Print at Cannes International Advertising Festival 2007.

Filed under: Diesel, Print

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  • Brenda

    well in my opinion they should stop using serious issues to sell clothes but in a way they are bringing attention to the issues as well so it more a give and take

  • Vision

    Everyone’s missing the big picture

    This campaign is a quintessential example of style being the most important facet in our culture. Ads like this breed superficial substance-less spawn who care about vanity over more important issues. This is shear pacification of the masses… lulling us to sleep with consumerism while disaster slowly creeps over us like the boogy man under the bed. Buy jeans ignore the monster look sexy as it devours u


  • cxian

    nothing much but a great wallpaper… lol.. the photography is amazing

  • bertrice

    they make it look like it’s a good thing.

  • bob

    awesome campaign. people need to get the sand out of their pants.

  • Raphael

    Great campaign! It’s show that’s global warming is not so serious problem as TV says! Remember – read less, more TV!

  • Michaela

    I think the world is filled with ignorant slobs and I’m very grateful that Diesel is highlighting it. The underlying truth of this campaign is that if we continue to deny global warming, like so many commenting this have already illustrated, are we just going to accept the happenings shown in these photos as ‘the norm’?.
    What people don’t seem to get is that global warming is real. The earth has gone through these changes before, yes, but as we continue to rip apart the ozone layer we are drastically altering the earth’s ability to both retain and release the suns rays. This is the explanation behind the ‘first global cooling, then global warming’. Have you seriously not noticed that winters are getting colder and summers hotter?
    I love the fact that at sixteen years of age, I can and have to repeatedly explain this to our blind-eyed society. How does it feel to be schooled by a teenager and be killing our planet at the same time?

  • Brenda Rodarte

    I would like to use the comment by mel, young at new consumer. on a report for my english class. I agree with him totally. Please reply

  • Lorina

    fantastic photos!!!!!! the best job ever………. well done to the photographer and the ideator!!!

  • mohammad reza fakher


  • Victor van Doorn

    Somebody tell Diesel make their clothes fair-trade and use organic cotton. Then these ads (I love em by the way) won’t feel slightly hypocritical.
    Set up a bio-Diesel clothing line..

  • sai


  • Thx for posting this great post.

  • Księgowa Piaseczno

    Could you explain please?

  • keren banget nih konsep2nya
    very nice concept, i love it

  • Jan

    lol but i think theyv won it in a right way by using serious issues to sell the brand.

  • Diesel is the best among all and it always proves this fact with these enticing Ad campaigns. Kudos to Diesel!

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