Review of Diesel ‘Guinness World Records’ Holiday 2021 Ad Campaign by Creative Director Glenn Martens
Diesel sets a new record for creative collaborations: through a partnership with Guinness World Records, the brand has launched a new campaign starring some of the world’s most impressive world record holders.
The simple portraiture leaves plenty of room for the one-of-a-kind talents, feats, and attributes of the campaign’s cast, which comprises nine weird and wonderful world-record holders: Nick Stoeberl, with the world’s longest tongue at 10.1 centimeters; Maci Currin, with the world’s longest legs at 135.27 centimeters (left) and 134.3 centimeters (right); Samantha Ramsdell, with the world’s largest mouth gape at 6.52 centimeters; Joseph Grisamore, with the world’s tallest hair spike at 129.4 centimeters; Gary Duschl, with the longest gum wrapper chain at 32,555,68 meters; Jason Barnes, with the most drumbeats in one minute using a drumstick prosthetic at 2,400; Edward Niño Hernandez, the shortest man living at 72.1 centimeters tall; Maria José Cristerna, with the most body modifications on a female at 49 modifications; and James Brown with the largest collection of vacuum cleaners, consisting of 322 models.
Diesel has seen an uptick in creativity since creative director Glenn Martens took the helm, and this campaign is yet another strong example of the house’s peerlessly unique creative vision. Partnering with Guinness World Records feels totally unexpected, yet totally brilliant.
In addition to making for some very fun and unusual imagery, the project demonstrates another aspect of Diesel’s “successful living:” an anti-conformist, out-of-the-ordinary celebration of uniqueness and achievement. Even if the campaign itself hasn’t (unlike its stars) smashed any records, it’s still smashing.
Diesel Creative Director | Glenn Martens
Talent | Nick Stoeberl, Maci Currin, Samantha Ramsdell, Joseph Grisamore, Gary Duschl, Jason Barnes, Edward Niño Hernandez, Maria José Cristerna, and James Brown