Diesel use the minefield of online dating as their core theme for their new ad campaign “JoggJeans: Made to run away”. The advert was created by the advertising agency Publicis, Italy.
In this post, we take a good look at this new TV commercial and give it scores out of 10 for memorability, effectiveness, style, humour, and execution. Read through our thoughts and see if you had similar thoughts on taking in this fresh and youthful piece.
The tagline is “Not every date goes great. JoggJeans, made to run away.”
Memorability – 8 / 10
The ad stands out majorly for a very good reason. It’s quite different to anything we would have seen before in a fashion commercial. We’ve become so used to slow motion, overly dramatic, visually stunning clips in fashion advertising that something like this seems like a breath of fresh air. It’s sharp, bursting with a sense of youth and vibrancy. To top it off, the characters throughout the ad are completely normal looking which is a direct contrast to the cliche of traditional fashion ads casting the most incredibly perfect looking people. It’s full of energy and all the better for it!
Effectiveness 8 / 10
Because it stands sits so much for its dynamism, it will be hard to drop from the minds of younger audiences. It’s incredibly relative to today’s millennials as well as even younger segments. Everyone who has grown up with the internet and smartphones will understand the concepts of online dating shown. The references and jokes are executed with taste and clarity which really helps make the message even more pronounced for those that have experienced the scenes depicted.
Style – 8 / 10
Excellent choreography and an overly “rough” styled setting keep the message in tune with the hard going nature of the Diesel brand. The Brand stands for edginess, grit, and determination, and the scenes on display certainly capture that essence. The voice and character of the lead is strong yet highly relatable. We think the commercial is designed perfectly in terms of aesthetics, lighting and color themes.
Heart or Humor – 8 / 10
The humour throughout the clip is perfectly in tune with the audience it is trying to communicate with. Packed with references that only the young will giggle at, and a final gag that will resonate strongly with both male and female viewers. The soundtrack doesn’t need to play a bigger role as this concept it all about the dialogue. The script delivers the story flawlessly and lets viewers understand the meaning and context of the ad very clearly from start to finish.
Execution – 10 / 10
A brilliant idea that has been constructed carefully and with flare. A piece of work that is truly hard to poke holes in. The message is direct and entirely relevant, the scenery and visuals are stunning and perfectly in keeping with the brands “style”. Are the Jeans on show enough? The question really should be “do they need to be?”. Selling jeans in today’s market is surely more about pitching what they stand for rather than simply showing how they look. This ad pitches the meaning behind the product brilliantly and certainly triumphs for it.
