Fuel for Life finally got legalized, the teaser phase is over and the new fragrance has been unveiled. If you go on Diesel.com you'll see how they've decided to take a new, unusual approach to communicate a perfum, with six short videos extremely emotional and in a way cryptic.

The key question is: are you alive? You can find out the answer watching the series of brilliant videos, or browsing through a site that requires quite an effort to be fully experienced (and understood).

Now, that's just one of five things on my to-do list so...

Posted by: adsen at August 28, 2007 02:32 AM

Sorry, but I wasn't so much enthousiastic about that campaign. The fact that they used all the possibilities offered by new communications channels with a 360 approach sounded good but finally I have the feeling that it's just a copy-past from other concepts without a real link, a killing idea at the center... see my post on it: www.adcoholic.net

Posted by: Scalino at August 28, 2007 10:50 AM

I really love the 'I'm alive' shout out, I could watch it for minutes (which on the web really is something!). The rest of the site feels less directional and clear-cut I'm afraid and not quite so sure that it all hangs together...

Posted by: Stuart at August 28, 2007 05:07 PM

This was possibly the worst television advertisement I've yet seen distributed this year. Its frequency was insanely excessive during the showing of Ocean's Eleven; especially for such a poorly planned campaign. The audio message was less than nothing in relativity to it's optical message (i.e. "Are you alive?" Followed by a model running through a hallway -- where's the relative interpretation!) I can only hope the Neilsen Rating was below during these viewings. Sorry; just a true review!

Posted by: Andrew at October 21, 2007 03:36 AM