Diesel is really good at developing fairly coherent creative ideas and then half-assing them. For its Fuel for Life thing, which we kind of mentioned here, the gritty-chic company takes its “For successful living” slogan and applies it to a perfume (the aforementioned Fuel for Life).
Then it pimps out its homepage with all this busy-as-shit promotional material – most of which Adverblog valiantly tries to cover.
But what really ticks us off is the Italian model who greets us at outset with the burning rhetorical question, “Are you alive?” And he never stops asking. He keeps asking.
The Diesel homepage is sitting in some tabbed portion of our browser repeatedly asking, “Are you alive? Are you alive?” and the whole thing just drives us bananas – really, we haven’t been this irritated by a site in a long time.
How could you feed your whole homepage to the flames for just one stupid campaign?
This is par for the course for Diesel. It changes homepages like MySpace changes ad skins. Consider the hotel hottie hostage-holders which later converts to the global warming message.
Really Diesel WTF? If you have a commitment problem, this is what microsites are for.
