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Diesel Pokes Fun at Social Influencers and Urges You to 'Be a Follower'

Publicis Italy takes aim at clichés of social media with campaign featuring real influencers

Diesel Pokes Fun at Social Influencers and Urges You to 'Be a Follower'

Diesel and Publicis Italy introduce their new spring campaign, Be a Follower.

Everybody wants to be an influencer today. Becoming known on social media can lead to fast fame and vast fortune. But will it last? And, more importantly, are we sure that influencers really believe in what they’re promoting? 

With this in mind, Diesel took aim at the clichés of social media by emphasising where the real power exists: in the hands and the feeds of the followers. 

In keeping with its practice of breaking the rules, Diesel brings to life a multi-subject campaign with real influencers who are familiar enough with the brand (and the concept) to be self-ironic about the clichés and pitfalls of living an 'Instagrammable' life. With, of course, denim as the central icon. 

Jennifer Grace @thenativefox, Kristen Crawley @kristennoelcrawley, the twins @amixxamiaya and @ayaxxamiaya, Elias Riadi @eliasriadi and Bloody Osiris @bloodyosiris recognise the exaggerations of their digital personas - and each of them is OK with a little self-deprecation, poking fun at their 'social' lives. Multiple vignettes show these Insta-famous people in jarring or awkward situations - with each clip then cutting to a non-influencer, worry-free, living effortlessly and easily in their Diesel denims. Because, ultimately, no matter how famous you are on social media, it’s your followers who matter the most. 

To further illustrate why it is better to Be a Follower, dozens of additional pieces of video content, directed by Ali Ali, were created. A selection of key visuals by Toiletpaper’s Pierpaolo Ferrari and Maurizio Cattelan – which also include Diesel’s watches and eyewear categories – complete the message. The campaign’s overall creative concept and execution was handled by Publicis Italy.

Featured Companies: Diesel

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Executive Producer: Seppl Kretz, Michiel Marsman

Music Supervision: Sizzer

Music Supervisor: Michael Bertoldini


Editor: Neda Ahmed

Editors: Tommaso Bianchi (digital content)

Post Production / VFX

Colour EP: Leianna Campbell

Grade: Richard Fearon @ MPC

Online: Adolfo Navire

Production Company

Art Direction: Lionel Soria

Director: Ali Ali,

DOP: Pierre Mouarkech

Executive Producers: Sabine Farah / Khaled Zaki

Producer: Chantal El Haber, Karim Osman

Production Company: Good People


Head of TV / Production: Francesca Zazzera

Senior Producer: Tania Dal Pra

Creative Agency

Account Director: Ilaria Castiglioni, Filippo D’Andrea

Art Buyer: Caterina Collesano

Art Director: Cecilia Moro, Alice Teruzzi

Associate Creative Director: Vinicius Dalvi, Eddy Guimarães

CEO: Bruno Bertelli

Chief Creative Officer: Cristiana Boccassini

Client Service Director: Eleni Charakleia

Copywriter: Francesca Ferracini

Creative Agency: Publicis Italy

Creative Director: Thiago Cruz, Mihnea Gheorghiu, Marco Viganò

Creative Supervisor: Costanza Rossi

Digital Creative Director: Sandra Bold

Head of social: Stefano Perazzo

Junior Art Director: Alex Eftimie

Junior Copywriter: Anton Kuerschner

Senior Copywriter: James Andrews

Senior Strategist: Monica Radulescu

Social Media Manager: Doina Tatu, Filippo Festuccia

Category: Clothing and Fashion , Denim

Genre: Comedy , Fashion & Beauty , People