Uptown Bourgeois is an art space for the creative works of freelance writer, editor, author, and content creator Jefferey Spivey.

Diesel Plans Porn Advertising Blitz

Cheap thrills or real marketing skills?  Diesel creative director Nicola Formichetti recently announced plans for the brand to advertise its clothing on porn sites Pornhub and Youporn.  Diesel ads are already in full effect on Grindr, and the brand also plans to expand its advertising blitz to dating swipe adventure app Tinder.  This comes on the heels of Scottish designer J. W. Anderson's move to live stream his most recent London show on Grindr.

On one hand, this is actually kinda smart.  When we think about modern romance and the millions of people who are either searching for a soulmate or a casual encounter, there's a potential to reach a ton of people.  And Diesel ads have often been known for provocation and envelope-pushing images.  Perhaps it's a match made in sexuality heaven.  But on the other hand, does this cheapen Diesel's brand image?  With denim in the $200 range and the Diesel Black Gold line that offers the label's take on luxury, this advertising strategy could be a downmarket move that may be more harmful than it is innovative.  Let's explore the possibilities:

1. Stampedes of horny singles rush to their nearest Bloomingdales's during the walk of shame.

Like zombies, Grindr and Tinder users will head straight to their nearest department store for a pair of Diesel jeans or a new graphic sweater.  They've just spent hours swiping right and left while looking at Diesel ads.  After meeting that momentary special someone, the only thing left to do is buy new clothes, right?

2. Avid porn watchers mistakenly think Diesel is now making porn.

When you're clicking around porn sites, everything you see is guilty by association.  What's to stop a user from thinking Diesel is advertising some type of fashion-forward porn movie? A "model" shows up for a "campaign shoot".  The "photographer" walks over to make sure everything is just right.  Fast forward to Diesel clothes strewn about the studio floor. Wait, that's kind of a good idea.  I might pitch that to someone...

3. Diesel faces pressure to make steamier ads to compete with content users are seeing.

A fully clothed Joe Jonas may not cut it for users who are looking for skin, skin, skin.  Perhaps Diesel rethinks the new ad campaign as a voyeuristic journey showing Jonas at his most vulnerable?  Or scrap this campaign altogether and just slap up some images of naked people in the sidebar. Give these people what they want: NUDITY!

4. In an effort to one up Diesel, American Apparel starts advertising exclusively on celebrity sex tapes.

American Apparel is a provocateur, and many of its ads actually look like candid shots from porn films.  From the 70s.  As the brand tries to reclaim its former glory, what's to stop them from taking things to the next level and sticking exclusively to celebrity sex tapes? This is an untapped market, and with Dov Charney possibly rumored to return to his seat as CEO, I wouldn't put it above them.

5. Nicola Formichetti asks pal Lady Gaga to reenact her AHS: Hotel sex scenes to drive traffic clicks.

As mentioned above, a fully clothed Joe Jonas may not be enough.  But if Lady Gaga reprises her role as the Countess and shares some shots from another blood-soaked conquest, ad clicks could reach an all-time high. Just sayin'.

First it was J.W. Anderson.  Now it's Diesel.  What brand and which sex app or site is next as sex and fashion continue on their unexpected journey to become one?

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