Diesel to feature Guinness World Records title holder in spring 2024 ad

Successful casting: Diesel has recruited a special cast for its Spring 2024 campaign, which is scheduled to be released on Tuesday. Continuing its partnership with Guinness World Records, the denim brand has featured an authentic Guinness GWR title holder at the front of the image, personally selected by Creative Director Glen Martens, but ironically Even the TV talent gave him a nod to the contest.

The campaign, conceived by Martens with art director Christopher Simmons and shot by Johnny Dufort, and the short videos flanking the images, shows that the contestants, slash models, have a variety of demographics and unusual, irreverent talents. contained. The move reflects the democratic and inclusive approach that is in her DNA at Diesel, and one that Martens has further pushed through her collections, show formats and communications since joining the company in 2020. .

Contestants range from 91-year-old Jim Arrington, the oldest male bodybuilder posing with a bare torso and Diesel underwear peeking out from his denim pants, to almost 91-year-old Jim Arrington, who is pictured balancing on his head during a demonstration. This ranges from Aristotelis Valaoritis, the GWR title holder for wine glasses. of his skill.

Liberty Barros, who holds multiple flexibility records including the most chest-to-floor backbends in 30 seconds, appeared in a stretching pose on a table, eliciting mixed reactions from the panel of judges. I did. Meanwhile, female GWR titleholder Chanel Tapper has her longest tongue crowned with a sparkling tiara by a fictional TV show host.

Other talents featured in the picture include Rolf Buchholz, who holds the record for the most modifications to the male body. Mariam Olayiwola holds several hula hoop records, including the longest duration of spinning 30 hoops simultaneously. Dalibor Jabranović shows the record for balancing the most spoons on the face in a close-up image, highlighting the brand’s watches.

In addition to the ready-to-wear collection, the campaign spotlights the wide range of Diesel accessories, including bags, shoes, chain jewelry and sunglasses, developed in collaboration with EssilorLuxottica.

This isn’t the first group campaign the brand has announced, nor is it a playful campaign. As reported, Diesel offered an irreverent denim-clad take on “Where’s Wally?” last year. Models and hundreds of staff members took part in the Fall 2023 ad, aired at the company’s headquarters in Breganze, Italy, reinforcing the series. The image features a cameo from Renzo Rosso, founder of the brand and its parent company OTB.