The main slogan of the campagin was:
- SEX SELLS *
- * unfortunately we sell jeans.
In spite of this appearent contradiction, Diesel themselves uses the "sex sells" method which is frequently used in advertising. Shirtless male and female models or models with open shirts or short tops present the current collection of jeans.
unidentified female models
- Diesel (Sex Sells Campaign) S/S 10 at models.com
- CAMPAIGN: Sam Way & Dan Cameron for "Sex Sells" Diesel Denim Spring/Summer 2010 by Miko Lim at www.imageamplified.com, January 21, 2010
- Diesel Denim Spring 2010 Campaign: Sam Way, Dan Cameron & Tobias Sørensen by Miko Lim at www.thefashionisto.com, January 21, 2010
- Diesel Denim S/S 2010 Campaign at denimology.com, February 6, 2010
- Diesel: Sex Sells Spring 2010 Ad Campaign at denimology.com, February 20, 2010
|Diesel Advertising 2010|
|Be Stupid spring/summer - Denim spring/summer - Be Stupid fall/winter - Denim fall/winter|