Diesel Underwear Viral Sends Web Surfers Into Tizzy†

Traffic to Swedish Apparel Maker's Site Jumps Fivefold as Consumers Try to Get Their '15 Megabytes of Fame'

Advertising Age, May 14, 2007 — Two gorgeous, crazy girls steal an underwear collection, kidnap a sales manager and lock themselves in a hotel room with their victim for five days. This was Diesel's unconventional approach to marketing its Intimate Collection, but it may well have put the company in the frame for a Cyber Grand Prix at this year's Cannes International Advertising Festival. The Swedish clothing brand caused a stir by staging the stunt and then streaming the whole five-day event at Diesel.com.