Diesel Ads Tout Fashion, Urine

NEW YORK–A new $15 million global campaign from high-fashion Italian sportswear company Diesel SpA stresses the importance of staying young and beautiful through such curious methods as drinking urine, not moving, and not thinking.

The “Save Yourself” campaign, the first for the company from KesselsKramer, The Netherlands, and Diesel’s in-house creative team, will run in fall publications, outdoor billboards and on the Internet. Target audience is 18-to-35 year olds.

Ads show models in Diesel sportswear inspired by writer Jules Verne and 19th century Victorian fashion, according to Maurizio Marchiori, Diesel’s international advertising and communications director. Images also highlight licensed product, including eyewear, footwear, fragrances and cosmetics, luggage, small leather goods, watches, and writing tools.