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Saatchi Breaks First Work For Diesel Footwear Brand

LOS ANGELES-Saatchi & Saatchi Los Angeles is breaking its first work for Diesel Footwear since winning the estimated $4-5 million global account last fall.
A full-page trade print ad broke last month in Footwear News. The same ad, as well as others, will run in consumer publications, starting around mid-year.
“It’s a two-step process,” agency executive creative director Joe McDonagh said of Diesel’s first ads for its footwear line. “[The trade ad] makes the first public announcement that Diesel is in the footwear business.”
The ad shows an athletic-looking woman using a chain saw to shape a boot out of shrubbery. The Diesel Footwear logo appears in the top left corner.
Saatchi’s creative strategy is to keep the irony and irreverence found in Diesel’s clothing ads, McDonagh said, but better position the footwear line. Diesel’s main concern was to ensure the shoes and boots stand on their own without sacrificing brand personality, he added.
Dennis Millette and Eric Stein were the art directors on the trade ad, and Jim Houck served as copywriter. Andrew Kennedy is the account director.
Saatchi won the U.S. and overseas account last November, besting six Los Angeles-area shops [Adweek, Nov. 24].
Global Brand Marketing, Santa Barbara, Calif., has a licensing agreement with Molvena, Italy-based Diesel to market its Diesel Footwear line.