Diesel Tries to Make Global Warming Sexy

February 2, 2007

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Italian clothing brand Diesel has launched a ”Global Warming Ready” ad campaign that the company says tackles climate change in “a tongue-in-cheek ironic voice.”

The ads feature New York completely submerged in water, St. Mark’s Square in Venice filled with tropical birds rather than pigeons, the Eiffel Tower in Paris surrounded by the jungle, a flooded Rio de Janeiro, a beachy Mount Rushmore in South Dakota and Finland, once Nordic, turned into a desert.

“Global Warming Ready explores the issue and its possible consequences with subtle and beautiful images,” the company says. Diesel says it does not use dramatic tone or shocking images in its campaigns.

The campaign features newspaper, magazine, and outdoor elements.

Diesel says that the print ads are supported online with various consumer materials including, “Ten things you can do to stop Global Warming”, a Global Warming report and a link to Diesel’s partner, www.stopglobalwarming.org, an online grassroots movement.

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