CAUSE AND EFFECT

No matter the cause, Diesel wants people to stand up for their beliefs, as demon strated in a new series of print ads for the clothing chain.

“Legalize the 4 day weekend” is the text in one execution. The prem ise: The words have been written as graffiti on a wall by two punkish-looking guys, one of whom is checking to make sure no one is watching.

In other ads, protesters bear signs that read, “Respect your mom,” “Free the goldfish” and “Plant more flowers,” among other messages.

The words “Action! For successful living” appear in a red box at the top left of each ad. “Protest, support and act at www.diesel.com” is at the bottom right.

The work, by Diesel’s in-house crea tive team and Amsterdam, Netherlands-based ad agency Kessels Kramer, was shot in black-and-white by documentary photographer Carl de Keyzer.

“The concept of the campaign is to suggest that people take action: Stand up and say something,” said Maurizio Marchiori, Diesel USA’s vp of marketing. “It doesn’t matter if the problem is a big one or a small one.”

Print breaks today in Women’s Wear Daily and DNR; ads are also appearing in September issues of W, Out and Interview, among others. Outdoor is running in New York and Los Angeles.