DIESEL | 5 AM MONO VILLAGE | 1997
Another Jeans Ad That Won the Grand Prix / DIESEL "5 AM MONO VILLAGE"
In 1997, DIESEL actually won the Grand Prix at Cannes with two separate ads — one was "Little Rock," and the other was this one. Both were made by the Swedish agency Paradiset DDB, and the same brand winning two Grand Prix in the same year is almost unheard of.
The problem
In the 90s, DIESEL was the challenger taking on a denim market ruled by Levi's. Teaming up with Paradiset DDB, they kept turning out surreal, ironic visuals, blowing apart advertising conventions under the slogan "For Successful Living."
The insight
DIESEL at this time consistently played with the irony that "wearing cool clothes doesn't mean your life will go well." An ad that refused to promise success was, in itself, a kind of rebellion.
The idea
There isn't much material available on the exact content of the film or the thinking behind the direction. It was produced by Traktor and directed by Pontus Lowenhielm.
What happened
It won the Grand Prix at Cannes Lions in 1997. That same year, "Little Rock" also won — a remarkable double win for the brand.
Afterthought
It's a bit frustrating that there isn't more detail to share, but a Grand Prix is a Grand Prix. I hope this at least gets across just how edgy DIESEL was back in the 90s. If anyone out there knows more, I'd love to hear about it.
Awards
- Cannes Lions Grand Prix 1997
