Diesel & Marwan Pablo’s UAE Billboard Doesn’t Need to Say a Word
Diesel is not vying for your attention. It has won it already. Marwan Pablo only reminds why. Following their last OOH campaign in the UAE (and a mirror campaign in Egypt), this ad doesn't say a word. In its latest uni-pole campaign in Dubai, the Italian fashion wear brand leaves it all to Egyptian rap legend Marwan Pablo, wordlessly.
The billboard does not need to proclaim a collection drop. It does not unveil a seasonal campaign. It simply puts Pablo within a red, box-like space dressed in Diesel's stacked staples from head to toe. He looks straight at the camera in his camo-printed outfit and edgy shades. Unruffled. Elevated. Indelible. The iconic "For Successful Living" stamp and slogan discreetly fills the lower right corner underneath the logo, almost like a wink to insiders.
Putting Marwan Pablo (in this case, having built a career by going against the grain, avoiding the spotlight, and achieving massive returns therefrom), Diesel taps into a more profound level of resonance: cultural legitimacy. Just Pablo, against Diesel red, embodies the brand's raw cool and anti-establishment attitude.
The placement of the campaign on Sheikh Zayed Road is as calculated as the design. With a uni-pole layout, Pablo's figure stands above the rum of cars, a serene jolt to an ocean of visual clutter. Seen either through the window of a car or flashed by in view, the billboard does not just advertise. It arrests your attention and lets the silence linger.
Diesel’s campaign touched down on Dubai’s uni-poles in the fourth week of September.
Come on, tell us what you feel about this article.
