Diesel’s SFW xxx Party Clip video is a successful ad that brilliantly used animation to enhance the value of its brand and the company’s reputation for notoriety. Its a re-enactment of vintage pornography that is recreated to imitate hand held filming from a Super-8 camera and laboriously edited on a manual splice and tape machine. The color spectrum is also faithfully reproduced. As digital artist Mike Darnell noted, ”its ingenious manipulation of vintage porn to make it look innocent.” ( and inoffensive).
Sexual outcomes as a reason for using a brand are ubiquitous, but the use of sex-tinged promotion on a ”viral” basis is relatively new. Yet, the ad, despite the graphic nature succeeds in provoking without being inflammatory. Whether it helps sell more Diesel is less certain.
These types of marketing campaigns are ultimately cheap, superficial pop-culture exports across a globalized world with multiple cultures, generally hostile to the values represented in the Diesel advertising. Sam Huntington, author of ”The Clash of Civilizations” stated, ”Somewhere in the Middle East, a half dozen young men could well be dressed in jeans, drinking coke, listening to rap, and between their bows to Mecca, putting together a bomb to blow up an American airliner”.