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Diesel found a novel way to ensure its spring/summer underwear campaign got coverage beyond paid media - by telling the world it was advertising on porn websites.

Spring Studios created the ads for Diesel’s underwear range, which comprise chiselled models with slogans and hashtags scrawled on their bodies in black ink. Far more interesting is the media plan. In addition to buying space on YouPorn and Pornhub, Diesel’s media agency, Mindshare, struck a deal with Grindr to integrate the ads into the app to make them look like member profiles.