It's great that we have a column called “What are you doing?” (Although sometimes you want to rename it to “Stop for heaven’s sake”): the news about the new Diesel brand campaign, which was released on the occasion of the 30th anniversary of the brand in Japan, is perfect for it.
The creators of the brand decided to revive the famous "For Successful Living" campaign, which Renzo Rossi invented in the 90s. Then Diesel released tips for all occasions, which showed that being smart is boring, and a jerk is fun: idiots hang out like the last time, are not afraid of new things and explore the world. Each statement was accompanied by a provocative photograph (for example, the phrase "The smart have brains, and the stupid have eggs" was accompanied by a picture of a girl showing her breasts to a street surveillance camera).
Diesel has come up with 49 new tips for the new campaign, and photographer Terry Richardson, who has built his entire career on sexual provocation (and sex scandals, due to which many fashion brands and models refused to work with him), was invited to illustrate them. Along with his pictures, seemingly harmless at first glance tips like "Dream big" acquired a dirty meaning: for example, in the picture with the phrase "Don't miss yours", the guy is holding onto his groin (the slogan "Try everything from the inside" is also illustrated by a guy with a hand in shorts). Apparently, a naked man can symbolize anything, such as bravery, which is why a guy takes off his pants in the “Be Brave” poster. But the worst shot in the campaign is clearly one where the call to "open your mind" is accompanied by a photograph of a girl leaning forward and spreading her legs wide apart.
It's sad that in this campaign everything could be good if it were not for Richardson's predictably sexist and objectifying approach to both female and male bodies: there are models here who do not meet glossy beauty standards, a model with a prosthetic leg, as well as homage to the gay community. but all the germs of goodness are lost in the abundance of base and offensive humor.