Italian jeans brand Diesel on Sept. 6 released its new commercial, “Go with the Flaw,” which was mostly shot in Kyiv.
The video features young people with cross-eyes, braces, tattoos and scars, and promotes non-standard beauty.
The youths are seen dancing on the unfinished Podilsko-Voskresensky Bridge, construction of which has been dragging on for many years, being put in jail, playing billiards in a pub, and shoplifting for fun, with Edith Piaf’s song “Non, je ne regrette rien” playing provocatively in the background.
The video was shot by French director Francis Rousselet, who previously filmed commercials for sportswear Nike, beer Stella Artois, and music videos for Madonna, Iggy Azalea and Depeche Mode.
Filming was done in Kyiv in June. The video stars young Ukrainian models such as Danil Nikiforow. Production was by Ukrainian studio Family Production, which has also shot advertisements for the world famous clothing brand Dior, mobile operator Vodafone, fast food chain McDonalds, electronics company Samsung, and others.
Diesel’s Global Chief Creative Officer Bruno Bertelli said in a statement on Sept. 6 that the “Go with the Flaw” campaign “is a reminder that our flaws help us stand out in a world that increasingly acts the same.” He also said that the company made flawed denim “a thing.”
“Embracing our physical and character flaws, or the daily mishaps, or the awkward situations we get ourselves into is where the real fun and ‘Successful Living’ comes from,” Bertelli said referring to company’s tagline.
Diesel also deleted all the photos on their official Instagram, leaving a short message to its followers.
“We think perfection is boring, and especially on Instagram everybody seeks perfection. The perfect photo, perfect picture, perfect life,” the Instagram message reads.
“And we’re just tired of it. So we decided to delete everything for an imperfect new beginning.”
