Diesel Kick Ass Advertising Campaign

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.”

Diesel Kick Ass

Click on the image below to play the Kick Ass concept video.

Click on the image below to play the Kick Ass Training Center video.

Click on the image below to play the Countryside video.

Click on the image below to play the Assland video.

Click on the image below to play the Ballet video.

Click on the image below to play the Study #7 video.

Click on the image below to play the Sneaker of the Future video.

Diesel Kick Ass on Stairs

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.

Diesel Kick Ass 3rd World Dictator

Diesel Kick Ass Banker

Diesel Kick Ass Woman Who Doesn't Pick up Dog's Poo

Diesel Kick Ass Dog Woman

Diesel Kick Ass Dentist

Diesel Kick Ass Celebrity

Diesel Kick Ass Cheerleader

Diesel Kick Ass Mime

Diesel Kick Ass Mime

Diesel Kick Ass Mascot

Diesel Kick Ass

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.

Diesel Kick Ass Olympic Sport

Diesel Kick Ass Olympic Sport

And then there’s the Kicking Machine, The Treatments, Advice from Pros, and a warning about kicking horses.

Diesel Ass Kicking Machine

Diesel Kick Ass

Diesel Kick Ass Advice

Diesel Kick Ass Horse

Game playing ability cards have been put together to demonstrate the many skills used in Kick Ass moves.

Diesel Kick Ass Ability Cards

Diesel Kick Ass Ability Cards

Diesel Stupid Kick Ass Kicking Styles

There’s even a bit of room for Kick Ass legend, with the story of Asscalibur.

Diesel Kick Ass Asscalibur

Diesel Kick Ass Asscalibur

The site includes Music from the Asses, the Diesel Kick Ass Beatbox with capacity for Kick Ass mashups.

Diesel Kick Ass Beat Box


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.

Post production was done at Che Revolution. Music was produced at Animal Music.