DIESEL Presents “When Together” Advertising Campaign

DIESEL presents “When Together,” a short film featuring eight real-life couples physically and emotionally reconnecting in bliss following periods of absence from each other’s lives. Whether isolated from one another by walls, streets, borders, or seas, it is time apart that has fueled longing, desire and the subsequent ecstasy of being back together.

Throughout its 40+ year history, DIESEL’s boundary-pushing advertising has always sought to challenge the status quo by normalizing taboos, highlighting social or environmental injustices, or commenting on the absurdities of society and/or politics. Yet this is all done with the intent of demonstrating “successful living” even in the face of adversity. From 2020 into 2021 and against all odds - DIESEL continues to believe that the power of inclusion has outlasted the proclivities of exclusion. Since its inception, DIESEL has given a voice to people of all genders, backgrounds, races and experiences and this position spans across the globe.

In this new campaign, “When Together” emphasizes the importance of human connection after being deprived of it. The concept, its talent, and accompanying visual assets encapsulate one overarching thought: Being together is what makes life worth living. The still imagery and the corresponding film directed by documentary-maker Cheryl Dunn were shot on location in New York City, placing these eight partners in familiar settings and pointing the camera at their interactions and reflections on absence, desire and physical connection.

Something captured here through DIESEL’s daring lens: real, raw and intimate. Combined, they embody every form of love. “When Together” is the first campaign formulated under DIESEL Creative Director Glenn Martens. Deep down, it’s about looking forward to a world in which true connection may occur once again, without fear and without angst.

The film aspect unifies these narratives, highlighting the common threads that became apparent during our collective time of isolation and the importance of human connections needed to repair the damage. Dunn took great care and patience in her casting and visual approach; she strived to capture humanity at its most authentic interchanges, including when it gets messy, or wet, or entropic.

Additional short films will highlight zoomed-in “first again” experiences—the first touch, the first conversation, and the first moment of closeness after what we’ve been through. To continue the story in a digital context, archival capsules featuring memories from each couple will be shared on DIESEL's social media channels.

“Diesel, for me has always stood as a radical player with its blunt honesty and its sense of fun. Its unique voice has made it an undeniable icon in culture. I want to celebrate Diesel’s founding values and restart by building bridges through a message of hope, optimism and inclusiveness. We really are working for a better future,” says Martens.

The overall creative concept and execution was overseen by The Sunshine Company.

Director & Photographer:  
Cheryl Dunn
Production Company: 
Alldayeveryday
Post-Production: 
Exile