We've seen plenty of jeans ads in the past that have centered around hooking up (think Levi's classic steamy ads from the 80s, like Brad Pitt meeting his girlfriend outside jail). But here's one from Diesel that's all about bad dates, and running away from them.
In the spot for the brand's JoggJeans, via Publicis Italy, a young guy goes on a succession of failed online dates. There's a scary "ice queen," a person who looks nothing like their photo (a girl called "Monica" who turns out to be a creepy older man) and a girl who looks too much like her Instagram selfie. Another girl only has eyes for the dude waiting tables. When our protagonist finally runs away, he meets someone he likes- but wait, will she like him?
Marco Prestini via The Family directed the spot, the message of which is that the jeans are good to "run away" in (in the era of stretch denim, it seems there's much more emphasis on moving than simply looking sexy -- something we've seen from other brands such as Replay.)
It's part of a global integrated campaign created by Publicis Italy including print, OOH, e-commerce, a series of local activations and hyper-targeted social media content that aim to equip serial daters with the "right gear to escape."