NEW YORK — In these days of rising gas prices amid increased Mideast tensions, some people might be wondering what to do in the face of an oil shortage.
This story first appeared in the March 4, 2003 issue of WWD. Subscribe Today.
In its upcoming TV ad campaign, Diesel offers a suggestion: Auto lovers can just push their cars around. It’s a good solution for the environment, if not for the back.
The ads, due to break March 17 and run through mid-April, depict what happens in a tiny village of auto enthusiasts that runs out of oil.
That approach goes pretty smoothly until one car goes out of control, smashes into a pole and, improbably, strikes a gusher. The return of oil changes life in the village irrevocably, and according to a Diesel statement, is intended to raise the question of whether technological progress is also good for society.
The campaign will be Diesel’s first on TV in three years. There are three versions of the ad, in 30-second, 60-second and 85-second lengths, that are to appear on cable channels including E!, Comedy Central, VH1, MTV and MTV2, as well as during select prime-time network TV shows.
The ads were filmed in Spain by the Dutch ad agency KesselsKramer and directed by Johan Kramer.