New East Digital Archive

Diesel shoots new campaign on famous Kiev bridge

8 September 2017

Italian clothes brand Diesel, known for its stylish jeans and daring TV commercials, has filmed its most recent advert on Kiev’s famously unfinished Podilsko-Voskresensky Bridge.

The advert, promoting its new line Go With The Flaw, features a group of young people in various locations, including a young man dancing on the striking Kiev-based bridge, a girl in double denim stridently walking through airport security, a man driving a golf ball off the wing of an aeroplane and a group sunbathing on a New York rooftop. All this to the tune of Edith Piaff’s Non, Je Ne Regrette Rien.

In a response to “flawless curated feeds” that dominate today’s social media feeds, the Italian brand wanted to promote the idea that perfection is overrated, clouding more authentic values of messy self-expression and embracing one’s flaws. As the brand’s creative director, Nicola Formichetti, states: “being unique is much more beautiful than being perfect”.

“We think perfection is boring, and especially on Instagram everybody seeks perfection. Perfect photo, perfect picture, perfect life. And we are just tired of it. So we decided to delete everything for an imperfect new beginning,” the brand claims.

The Podilsko-Voskresensky Bridge is a combined auto-rail bridge that stretches across the Dnipro river in Kiev, currently under construction. Though construction began in 1993, due to various legal issues and damage caused by a crane that fell into the river, maintenance has been put on hold indefinitely.

The advert for Go With The Flaw continues Ukraine’s budding relationship with the Italian clothes brand, after Ukrainian ballet dancer Sergei Polunin starred in Diesel’s Make Love Not Walls campaign.