\"They don*t mention the US.\" I seem to remember they do in fact they make a comment on the whole tobacco industry in the States and the rest of the Western world. I*ve never seen a fashion brand be that kind of topical. Benetton who also (used to) go for the controversial approach were too blatant. The controversy screamed so much, it drowned out any kind of serious message. And what would we rather have in an ad campaign emptiness or meaning? The argument about hypcorisy since its used to sell clothes is misguided. News sells newspapers for profit. Some are doing it for the greater good but not all. If you can slip a serious comment in there, to start a debate like this, then it*s doing something right. The racism thing too is also off the mark. Racism in advertising is more about having to throw in a minority or two just to make sure everyone*s covered; being so PC that you*re actually being offensive. The models used in the Diesel campaign came from the concept - they are there for a reason. However, it is a shame that an idea with a fairly strong comment was executed in such a bland way.