Diesel Sneakers are catching up on the Diesel Stupid campaign with “Kick Ass”, an integrated advertising campaign using video, Twittas, print and online media featuring kickable people, and of course a catalogue. “FW1 Sneakers aren’t made for running, like the rest of the sneakers. Because you run when you’re scared. Scared of getting fat, or being late, or that something bad will happen to you. Diesel is different. Diesel is stupid and stupid doesn’t run from anything. Stupid like to kick asses. Believe us. Kicking the ass of someone who deserves it is one of the unspoken pleasures of ife. It just feels so good. Especially when you’re wearing sneakers so stylish and comfortable as the ones you’re about to see. Kindly go and find the pair that’s right for you. And then not-so-kindly go find that ass that’s right for them.”
Click on the image below to play the Kick Ass concept video in YouTube (HD)
Click on the image below to play the Kick Ass Training Center video in YouTube (HD)
Click on the image below to play the Countryside video in YouTube (HD)
Click on the image below to play the Assland video in YouTube (HD)
Click on the image below to play the Ballet video in YouTube (HD)
Click on the image below to play the Study #7 video in YouTube (HD)
Click on the image below to play the Sneaker of the Future video in YouTube (HD)
A series of print advertisements features the people who need a kick on the ass: the 3rd world dictator, the corrupt banker, the woman who won’t pick up her dog’s poo, the lame celebrity, cheerleader, dentist in TV ads for toothpaste, the mime artist and paparazzi photographer. A section bordering on vilification.
Visitors to the Diesel site are encouraged to sign a petition to have ass kicking made an official sport in the 2012 Olympics in London.
And then there’s the Kicking Machine, The Treatments, Advice from Pros, and a warning about kicking horses.
Game playing ability cards have been put together to demonstrate the many skills used in Kick Ass moves.
There’s even a bit of room for Kick Ass legend, with the story of Asscalibur.
The site includes Music from the Asses, the Diesel Kick Ass Beatbox with capacity for Kick Ass mashups.
The Diesel Kick Ass campaign was developed at Santo, Buenos Aires, by creative directors Maxi Anselmo, Sebas Wilhem, Luis Ghidotti and Pablo Minces, agency producers Jose Bustos and Ezequiel Ortiz.
Filming was shot by director Andy Fogwill via Landia, Buenos Aires, with executive producer Claudio Amoedo, first assistant director Sebas Hall, production manager Diego Dutil, director of photography Carlos Ritter, art director Sole Calvano.