NEW YORK — Nobody can accuse Diesel of taking itself too seriously.

The $660 million company, which is celebrating its 25th year in business this year, called a rare press conference Wednesday to reveal results of market research and to unveil its plans for 2003 advertising. The new ads are based on fake research done by the company which, in the end, proved a point that conducting research on the Generation Y consumer is somewhat impossible, since their interests change so consistently.

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