Paradiset DDB, Stockholm have launched a new celebrity for Diesel.
As you may well imagine, the shots mailbox is constantly overflowing with exciting new work from all over the globe, but the size and detail of the a recent package from Paradiset DDB, Stockholm was certainly unusual. The agency sent in their new work for jeans and workwear company, Diesel. Along with the expected posters and VHS, we also received a CD single and a newspaper, all starring the fabulous but filthy country music sensation, Joanna Zychowich. 
The all-encompassing campaign features a catalogue in the form of a mocked up National Enquirer-style tabloid newspaper. The ruthless publication, ‘It’s Real’ (a dubious rag with a logo uncannily similar to Diesel’s own) contains invasive, intrusive and intimate articles about Joanna, apparently written by a number of journalists (typical bylines are Monica Clinton and Tobi Truthseeker), but actually the work of Paradiset DDB’s Bjorn Rietz. The commercial is a trailer for It’s Real and shows paparazzi photographers and journalists harassing and chasing the fictional country star. There is also a single, “Dirty Country Girl”, which Diesel will possibly release later on this year.
Paradiset DDB’s Anna Magnusson, account manager for Diesel, told shots: “We wanted to do something special. Our brief was to show the clothes in a different style. During a creative meeting in Paris we saw a story about the harassment Princess Diana endured from the press and it inspired us.”
They chose to create a country music star to match the mood of the ‘dirty denim’ clothing, and hired an American model to play the part.
The campaign is so detailed that some of the American press have fallen for it, “Some of the American magazines have written about Joanna because they thought she was real. They thought she was a genuine star who was sponsored by Diesel,” laughs Magnusson.
The new Diesel spot can be seen on the forthcoming shots 58.
