Diesel's Kinky, Quirky Japanese Film Is About Breaking Down Barriers to Love

It Shows Walls Dropping Away and Couples Falling in Love

By Angela Doland. Published on Apr 26, 2017

Editor's Pick

Diesel's global campaign centers on the idea of "Make Love Not Walls" and debuted with a spot directed by David LaChapelle that showed people in a desert breaking down a barrier of concrete and barbed wire, then celebrating by dancing and making out. The film was an obvious dig at President Donald Trump's vision of a border wall between the U.S. and Mexico.

Japan is Diesel's biggest market, and the brand wanted to make sure its message resonated there as well, so it shot a localized take on the campaign in Tokyo with Geometry Global Japan. The walls in the Japanese film are mostly figurative; they're barriers that keep people from falling in love. The ad features three characters the agency calls "love warriors," denim-clad cupids who nudge couples to get together.

The ad culminates in a pulsating, kinky montage of phallic and yonic symbols, tongues, ripe fruit and copulating plastic wind-up dolls.

Like LaChapelle's film, the Japanese ad shows same-sex couples kissing, which is unusual for a Japanese ad, although unlike the previous film there is little ethnic diversity. The agency points out that the film was shot in Tokyo's Shibuya District, the first in the country to recognize same-sex partnerships.

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Apr 26, 2017
Geometry Global Japan
Executive Creative Director:
Masato Mitsudera
Creative Director:
Yasushi Arikawa
Senior Art Director:
Yusuke Morotomi
Creative Planner:
Keiichi Toyama
Account Director:
Hideki Ida
Senior Account Executive:
Kensuke Kidani
English Copywriter:
Seymour Pope
Dictionary Films
Executive Producer:
Peter Grasse
Executive Producer:
Hisaya Kato
Creative Supervisor:
Ryan McGuire
Connor Gilhooly
Director of Photography:
Ivan Kovac
Tatsuya Shimada
Line Producer:
Akira Nagasawa
Production Manager:
Tsutomu Okutomi
Assistant Producer:
Mika Ito
Lighting Supervision:
Kenji Morita
Post Production:
Cutters Tokyo
Aki Mizutani
Assistant Editor:
Luc-Yan Picker
Toshiki Kamei
Assistant Colorist:
Yosuke Nakashima
Visual Effects Artist:
Yusaku Yasuda
Online Editor:
Yusaku Yasuda
Online Assistant:
Tomomi Ogawa
Post Producer:
Megumi Irino
Primary Colors
Sound Design:
Bum Bum
Ryosuke Suetsugu

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