Over the years, Diesel has promoted its brand through its innovative and typically extravagant advertising. Their unique and effective marketing techniques have helped them gain popularity. They are renowned for their “ability to create fresh, radically rebellious, inspiring and sometimes nauseating advertising campaigns that truly set the brand apart from the pack” (Sauer). Their absurd advertisements have gone so far as to encourage smoking an obscene amount of cigarettes per day in order to get that "sexy cough" or to endorse drinking urine to stay young (Copeland). Diesel's 2007 ad for his new clothing line depicts two models relaxing on top of a skyscraper surrounded by a flooded New York City. Diesel's advertising is effective in promoting its name through shocking photographs that create a strong emotional response and lasting impression. Diesel targets global warming, a hot-button social issue, as a way to promote its brand, but does not actually support it. Diesel's advertising effectively captures the audience's attention through the suggestive poses of the models. The models are placed in the center of the image and are the focal point of the photo. The striking couple wears revealing clothes; the man's shirt is unbuttoned and the woman's short dress has a draped collar. The man has his head on the woman's lap with his hand placed on her bare chest creating a strong feeling of sensuality. Seemingly oblivious to the disaster beneath them, this image creates an aura of being above it all and an air of arrogance. The fact that New York City is flooded does not seem to concern them, as they appear to have relaxed, nonchalant expressions. They are so fascinated by each other that their facial expressions...... middle of paper...... g event: As long as you're in fashion, you're above everything. Diesel borders on confronting people's fears about global warming while promoting high fashion. This ad is memorable regardless of reaction to the theme, which can be considered a sign of success. Their notable advertising campaigns might seem offensive to some, but they must be successful because Diesel "is present in more than 80 countries with more than 5,000 points of sale" and is growing in popularity (Diesel). This ad creates a shocking image that captures the reader's attention with a background that represents the end of life as we know it. This sends the message that Diesel clothing is above disasters such as global warming. Diesel is using the popular topic of global warming as a way to promote its new clothing line in a more interesting and appealing way. Advertising is brilliantly effective in promoting the Diesel brand.