Real-Life Couples Reconnect in Diesel's Covid-Era Campaign

The brand's new creative director oversees verite film

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Fashion marketer Diesel counteracts the loneliness of Covid-era isolation by capturing couples who are, well, recoupling—in steamy yet somewhat safe-for-work scenarios. 

The brand prides itself on tapping into the zeitgeist for its cinema verite-style advertising. That approach is front and center in the launch of its latest global campaign.

The eight couples in this diverse group of ad stars are “physically and emotionally reconnecting after a long time apart,” according to the brand. With the tagline, “When Together,” the piece aims to be “real, raw and intimate” and give a look “forward to a world in which true connection may occur once again, without fear and without angst.”

The digital video, from director Cheryl Dunn, is the first campaign from the brand’s new creative director, Glenn Martens.

“Diesel, for me, has always stood as a radical player with its blunt honesty and its sense of fun,” he said in a statement.

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