Diesel Awkwardly Stuffs Every Online Obsession Into a New Global Ad Campaign

Targeting the 'post-digital generation'

"Our worlds, online and offline, are completely merged. Digital is now more real than reality." That's the not-very-fresh insight behind Diesel's new global ad campaign for its spring/summer 2016 collection, according to the brand's artistic director, Nicola Formichetti. And the result is work that lackadaisically checks off boxes on a list of young people's digital obsessions, all of which advertising has appropriated relentlessly in recent years—selfies, emojis, texting, "liking" and more.

@nudd Tim Nudd is a former creative editor of Adweek.