The online launch is being handled by Digital Media Communications and marks the start of the global campaign for the fashion brand.
The viral campaign features a topical 60-second digital video version of "oil klash klash", directed by Johan Kramer from KesselsKramer in Amsterdam and conceived by KesselsKramer and the Diesel Creative Team.
The film shows a village that sits in the shadow of a 500-year-old castle, experiencing an oil crisis. As some boys push a car that has run out of petrol through the village, one of them spies a beautiful girl and the couple fall in love. A car chase ensues, ending when the car crashes into a pipeline, which sends a geyser of oil gushing forth.
According to a spokesman for Diesel said: "Our series of 'Guides for Successful Living' started in 1992 and have comprised TV, print, outdoor and new-media activities. The new 'oil klash klash' film spot is not related in any way to our current ad campaign -- its purpose is to raise brand awareness in general. It will appear in this online viral campaign first, then on TV and in cinemas across Europe, the US and Asia."
The viral film drives viewers to a hidden web page where they can see a special extended version of the ad.
DMC's managing director Justin Kirby said: "Diesel is using a 'web first' creative strategy and our seeding expertise to maximise the viewing and spread of the film, as well as the surrounding buzz for the campaign. Our online video tracking system will then provide real-time accountability of the film's downloads, views and hotlinks in order to quantify the impact the viral campaign has on brand awareness."
The film is being seeded by DMC via viral specialist websites, blogs and forums around the world, as well as being featured on FHM.com. It can be seen at .
Founded in 1994, DMC is an online viral and buzz marketing specialist. Its clients include Baileys, Burger King, Ben & Jerry's, Coca Cola, Mitsubishi and Powergen.
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