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Diesel’s Spring Campaign Has Joe Jonas, Emojis and an Androgynous New Face

The denim brand went full Internet this season.

Over the past couple of seasons, fashion brands have played up the importance of social media and reaching the millennial market with their ads — just look at Calvin Klein's sexting-focused fall campaign. While some labels settle for including a simple hashtag or casting an Instagram-famous model to build buzz, some really go for it, and Italian denim giant Diesel falls into the latter category with its spring 2016 ads. 

In the images shot by Santiago & Mauricio, Creative Director Nicola Formichetti incorporates all of the ingredients necessary for a viral sensation among the youths. There's a Jonas brother (Joe, to be exact, who has 3.2 million Instagram followers), well-placed emojis, scantily clad models and an androgynous new face (Stav Strashko) who's sure to get people talking. Jonas's ads — some of which include members of his band DNCE — include the cheeky tagline "I have more followers than Diesel," while others have a more sexual connotation, like a foursome of models posing closely with the caption "it's complicated." In the corresponding video, references to Tinder, Instagram and Snapchat are aplenty, so it's made abundantly clear which demographic the brand is attempting to target.

This digital-focused (and underwear-heavy) campaign fits right in with Diesel's new advertising strategy: The campaign will appear on sites like Pornhub and YouPorn, as well as on Grindr and Tinder. While it's great to see that brands are finally embracing the digital age, the campaign theme of going full Internet is already starting to feel a bit stale. With texting, Instagram, dating apps and porn sites already covered, where can we go from here?

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