| Diesel spins the world in reverse 04/14/2001 By Teresa Gubbins / The Dallas Morning News Diesel is ostensibly famous for its jeans, though some might argue that the trendy clothing label is better known for its off-the-wall ads. Its new spring campaign will keep the controversy burning.
The centerpiece is a 36-page catalog, designed to look like a magazine, with a radical theme: Africa rules the world. And the Western hemisphere, including Europe and America, is of third-world status.
"Generally, when you think of Africa, you think of AIDS right now," says Diesel spokesman Paul Witt. "The concept of the campaign basically flips the map, making Africa the center of the world, and the U.S. and Europe poor."
Along with glossy photo spreads of Africans living the high life, the catalog includes tongue-in-cheek stories on how to deal with rich-people problems such as opening champagne bottles without proper help and the traffic gridlock that results when there are too many stretch limos on the roads. One hilarious ad shows a 12-year-old blond German girl with the headline, "You too can help suffering Europeans!"
Companion ads appear in magazines such as Marie Claire, Jane, Rolling Stone and Nylon. The campaign was photographed by Ellen Von Unwerth, noted for her young-spirited, energetic style. Previous Diesel catalogs have been shot by luminaries such as David LaChapelle, and all have become collectible, Mr. Witt says.
In Dallas, free copies are at Stanley Korshak and at the new Urban Outfitters on Mockingbird. Meanwhile, a Diesel store will open at Willow Bend Mall in Plano in September.
"The goal is really not to make a political statement – Diesel likes to stir up the minds of the public," he says. "We like to make people think."
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