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This is the story of Francesca. This is very well cinematically told, as when it opens it's not clear whether Francesca is taking contraceptives or something else. When we see the Y-fronts under the diesel jeans pulled up to Francesca's androgynous hips we know something is up.
We follow Francesca at school, going to the men's room and wearing bulky jackets, to later that year when Francesca looks a bit softer, has wavy loose hair, wears a bra, and likes to go out clubbing. At school, a rocker dude flirts with Francesca, and after school application forms are being filled in. What does the future hold? You may have spotted a recurring motif of Christian crosses throughout the commercial, and that is the very surprising twist here. Francesca was not only transitioning but also preparing to become a nun.
A little late in posting this one, but it adds one to the transgender tag, and it's this year's Diesel film for Pride.
Diesel founder Renzo Rosso said: "I am very proud of ‘Francesca’ and of the Diesel values that inspired this story. When we created ‘For successful living’ many years ago, our thought was the same then as it is today. Individuality, pride and the power to live as one wants is the ultimate success in life."
Diesel has never shied away from "shocking" and using nuns or priests in Italian advertising tends to cause a commotion as the country itself is still very religious. In fact, Diesel has relied on pushing the boundaries of offensiveness for so long, it's all getting a bit tired. A transgender nun was just a bit extra on top. Both women and nuns are fetishized, and ads often reflect this. Fashion ads, in particular, do tell you that you can be whatever you want to be, Diesel has been promoting "successful living" for decades, but no matter how many Diesel shirts I buy I still can't transform into a six-foot-tall androgynous model. Are there any pills for that?
Ad agency: Publicis Italy
Copywriter: Silvia Serreli
Art director: Mattia Mingardo
Director : François Rousselet
Principal talent/model: Harlow Monroe plays Francesca.