Italy – In a world of influencers, the fashion brand is encouraging its customers to Be a Follower.
Diesel’s latest ad campaign features a host of real Instagram influencers, who exaggerate and poke fun at their digital personas. The campaign consists of a series of vignettes, with each showing the influencers in awkward situations, such as struggling to undress or travelling with piles of suitcases. The scenes are juxtaposed with clips of carefree followers.
By highlighting the pitfalls of the Insta-famous, Diesel is emphasising ‘where the real power exists: in the hands and feeds of the followers’. Rather than glamourising the influencer lifestyle, the brand is encouraging its customers to embrace the simplicity and freedom that comes with dressing and living as they wish.
As consumers grow more aware of influencers’ lack of authenticity, some brands are turning to their own employees as more authentic brand ambassadors.