Diesel “Common”

 Common stars in a new commercial for Diesel’s new Only the Brave men’s L’Oreal fragrance. The spot, created by Fred & Farid in Paris, has the entertainer counting down from five as a mix of black-and-white and color images of his creative preparation and an impressive percussive track lead to him blowing gold dust out of the palm of his hand and the final shot of the bottle, a fist emblazoned with the brand name as a ring across two fingers. The new fragrance attempts to “redefine masculinity,” according to a press statement, and the campaign tries to turn a symbol, usually of violence, power or, here, courage, into a “philosophy of life.”  Don’t think we quite get an understanding of Common’s life philosophy from this spot, but we do get a glimpse of his creative drive through behind the scenes shots of him gearing up for a performance. Print ads continue the theme with a portrait of the artist, only there, his creative force is represented by light shining from between his fingers, balled up in a fist. Unfortunate product placement centers a large image of the blue bottle right between his legs. Distracting, to say the least. –Eleftheria Parpis