Campaign Spotlight

Campaign Spotlight: Diesel discovers super-smartness is the best superpower in new smartwatch campaign by Publicis Italy

MILAN, ITALY – DIESEL writes a new chapter in its superhero-laden Spring/Summer 20 story, with a new smartwatch launch that enhances the connection between superhuman and technology: a piece of wearable tech that can perfectly match with any super power.

With the global launch of the new Diesel On Fadelite smartwatch, the product is placed in the hands of three super individuals who live their own versions of the iconic brand statement – For Successful Living. We follow them as they struggle with their daily annoyances: a traffic jam, a locked elevator, an inattentive waiter. How does a super-powered human deal with that?


Diesel On Fadelite – Teleport

The answer waits to be discovered, but we can promise there is one item that has something to do with it: the Fadelite smartwatch. Its new sleek and sporty design, streamlined and gender-neutral, is a bold chassis wrapped around technology that’s powered with WearOS by Google. It’s both fashion statement and superhero gadget, stepping just short of giving everybody superpowers.

Diesel On Fadelite – Superspeed

The campaign, created by Publicis Italy, follows directly the agency’s FOR SUCCESSFUL LIVING SS20 film and print campaign, which features “super” characters hiding among us. In a world with superpowers, successful living is about confidence and just the right amount of irony. When superheroes and supervillains take themselves too seriously, what’s left is (extra-)ordinary people saying “Ok, Google” at Mach 3.

Diesel On Fadelite – Telekinesis


Agency Credits
Creative Agency: Publicis Italy
Global CCO Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
Global Creative Director: Thiago Cruz
Global Creative Director: Mihnea Gheorghiu
Associate Creative Director: Daniel Arango
Associate Creative Director: Arthur Amorim
Art Director: Marie Poumeyrol
Copywriter: Caterina Marascio / Filippo Festuccia
Head of Art: Costanza Rossi
Designer: Luca Villa
Account Director: Ilaria Castiglioni / Filippo D’Andrea
Account Executive: Mirko De Martini
Head of Social: Alessandro Bochicchio
Social Media Manager: Saraluna Goodloe
Head of Production: Francesca Zazzera
Film Producer: Matilde Bonanni / Eva Maio
Art Buyer: Caterina Collesano / Marcella Garutti

Film Credits
Production company: The Box Films
Director: BICEPS
Executive Producer: Rocco Bronzino
Producer: Claudia Amendola
DOP: Leandro Ferrao
Editor: Marco Battiloro
Stylist: Thais Montessori Brandao
Music Production: Sizzer

Still Life Credits
Photographer: Luigi Lucio Ziliani
Production Company: Wookiee Studio
Post Producer: Zum Studio
Production Director: Carla Pozzi
Set Design: Micol Di Palma

Key Visual & Product Video Credits
Photographer/Director: Kourtney Roy – Lambert Lambert
2nd Video Unit Director: Edu Perez
Production Company: Lambert Lambert
Producer: Carole Lambert
Production Director: Ségolène Vial
Stylist: Clare Byrne – Totalworld
Assistant: Madeleine Kachurak –Totalworld
Hair: Chi Wong – M+A World Group
Make up: Nami Yoshida – Bryant Artists
Casting: Edu Perez
Set Design: Romain Gautry

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