Branding Value Now Advertising Industry,Conscious Thoughts,Green & Environment Objectifying Global Warming for Fashion. Good for the cause?

Objectifying Global Warming for Fashion. Good for the cause?

I don’t think so.
From a creative aspect, the new Diesel campaign entitled “Global Warming Ready” has created some heat spanning the fashion, advertising and activist worlds, and not all in sync. The campaign consists of a series of newspaper, magazine and billboard advertisements showing models posing in Diesel clothing in a world affected by raised water levels and temperatures.

What’s it all really about? The campaign is beautiful, the art is exquisite and the models are a delight to look at. Could it be because taking on the issue of Global Warming in such a way is really in bad taste? It is objectifying, capitalizing and comodifying Global Warming, reducing the future of our planet it to a trivial trend that sells a pair of jeans? YES!!!!!!!!!!

Eh hem…. We mean, “Yes to all of these questions”. But I think the most offensive aspect is the inauthentic nature of the campaign itself. Diesel claims to be concerned about the environment, provides resources to support this claim. But is this authentic? It seems contrary, in my opinion.

Within the ads, the models don’t show a glimmer of concern about the changes around and seem rather unaffected by it’s implications. The world’s climate has shifted, Mount Rushmore is now beach property and you too, can look fabulous in this pair of jeans! Is this a positive message? Absolutely not.

Let’s not forget the millions of dollars spent that must have been spent on the campaign production itself. Fees for photographer, location, make up, models and the ad company fees. If Diesel was actually concerned about the Global Warming couldn’t some of that money be better spent trying to cut emissions, reducing their ecological footprint, and raising awareness through charitable giving? Concern for Global Warming, you say Diesel? Why, let’s not overlook the fact your “Global Warming” campaign was distributed using GIANT PAPER BILLBOARDS and PRINT ADS!!!!

To recap: Millions of dollars spent on the campaign not to mention the certain large scale ecologicial footprint from the production left on this planet to do what again? Oh, I remember. Sell a pair of jeans!

The provocative campaign just won a Silver Lion for Print at Cannes International Advertising Festival 2007. However, others call for a boycott of the clothing line based on the very same campaign.

Mel Young, at New Consumer says “Diesel is appealing the worst aspect of human nature – one of greed and selfishness. Perhaps the people who own Diesel might like to watch films of children dying in floods in Bangladesh, where existing floods are being exacerbated by climate change. It might just get them to understand that making ‘funny’ little advertising campaigns out of misery really is beneath contempt.”

As reported in a recent published article on Duncan’s Print:

The print ads are supported online with various consumer materials aimed at engaging with global warming. A tongue-in-cheek video raises issue relating to climate change. A map shows the world’s seaside regions completely under water. Diesel promises to provide a guide for dune buggy tours in Lapland and windsurfing on Fifth Avenue, New York. Diesel encourages customers to buy and watch Al Gore’s Oscar-winning documentary An Inconvenient Truth on DVD.

“Ten things you can do to stop Global Warming” answers the question, “How can I atone (without changing my glamorous lifestyle, of course)? Diesel’s site visitors are encouraged to save the planet by having sex (quietly) to cut down on heating, walking to the shops, turning off lights, insulating homes with recycled denim, never taking a shower, unplugging electric guitar at the wall, giving fashion magazines to grannies, friends or anyone, hanging up towels, planting trees, and eating steak in a restaurant (to make it possible to get rid of the fridge at home).

Curious, leave us a comment, let us know if you have the same reaction to the ads as we do. Ads below:

Tropical birds in St Mark’s Square, Venice
Tropical birds in St Mark’s Square, Venice

Sandy desert overtakes the China Wall
Sandy desert overtakes the China Wall

Tropical plants growing in Paris
Tropical plants growing in Paris

Rio de Janeiro underwater
Rio de Janeiro underwater

New York City submerged
New York City submerged

Beach scene at Mt Rushmore
Beach scene at Mt Rushmore

London a water playground
London a water playground

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6 thoughts on “Objectifying Global Warming for Fashion. Good for the cause?”

  1. Dr. Ron says:

    Although I won’t be disposing of my Diesel Denim anytime soon, I completely agree that this ad campaign is of very poor taste and does a poor job of conveying its message. Rather than illustrate the potential disaster of Global Warming, the campaign makes a parody out of it by depicting a world that’s already too far gone…so you might as well look fashionable right?

    If the goal is to inform consumers about Global Warming ….the campaign has failed. In fact, it’s kind of ironic that this “environmentally conscious” brand is named after a petroleum product.

  2. Lucia says:

    I find Diesel advertising provokative, but why not? If everyone is quit – pretending that everything is fine, nothing gets done. Any inteligent person understand that this is just another way to raise awareness. Yes, about Global Warming and about Diesel as brand. Looking at these pictures, I do not find it cool. Because of course you would not be cool about it once it happens. And Diesel know. And I think they have done great job. I think their advertisment is clever and it does talk to certain target market. Because they would not listen to – Be green, be nice. But they would listen to Be Cool! And be ready! ( it is coming, and coming soon, i we do not do anything about it!)

  3. Jane says:

    Has the fashion industry really been one to be deep about anything? I condone them for taking advantage of such a touchy subject and making it almost profound in its apathy- especially since no one really knows if global warming is a serious threat. You can’t deny its creativity and certainly shouldn’t expect anything more out of such a superficial business.
    Good job, Diesel.

  4. Kim says:

    It’s real scary to know that one day our favorite areas will really be burried underwater. Sadly i’ll still be around when these events are happening, and my kids will mostly be graduatiing college experiencing this shyt!
    Would be good if mars had oxygen and food so we can leave earth and start on something new lol.

    We take things for granted, and don’t know what the future will hold.

  5. Vijay says:


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