Diesel’s ‘A-Z of Dance’ Competing With The ‘Move Your Lee’ Campaign

Diesel recently presented the ‘A-Z of Dance’, an energetic and vibrant video showcasing 26 world-famous dances.  

This Alphabet of Dance was created for Diesel by i-D Magazine and directed by Jacob Sutton. Shot on the streets and rooftops of LA, the video features world-class dancers performing the moves that made them famous. The A-Z of Dance presents some of the world’s favorite dance styles, ranging from a classic arabesque to a captivating rumba, and from the energetic east coast swing to some attention-grabbing twerking.


All the dancers in this video wear Jogg Jeans, Diesel’s new hybrid pants made from a combination of denim and jersey, with each dance move clearly showcasing the movement potential of the jeans.

The A-Z of Dance by Diesel

I believe Diesel have done a good job by introducing its Jogg Jeans with a genuinely compelling video. The ad has already been viewed a billion times and distinctly shows the benefits and characteristics of the product, including comfort, ease of movement and style.

However for me, the video is reminiscent of the ‘Move your Lee’ campaign. In 2012, Satisfaction Agency produced a poetic, dance-driven film for Lee that featured talented swimmer and dancers demonstrating the fluidity of movement that is possible with lee Jeans without compromising on style or fit. More recently, for its Fall/Winter campaign, Lee also unveiled a new film within the same ‘Move your Lee’ concept, featuring dancers wearing Lee Jeans.


Although it could be argued that the style of the Diesel ad is different to the ethereal mood of the Lee campaign, with its A-Z of Dance film Diesel is communicating the same message as its competitor: freedom, creativity, style and comfort. In my opinion, while Diesel’s beautiful shot dance video is undoubtedly a very good piece of advertising, it also presents a threat for its brand strategy. Diesel should differentiate itself from Lee by choosing a unique selling point (USP) and therefore a more distinctive and original communication message.

‘Move Your Lee’ Fall/Winter 2012

‘Move your Lee’ Fall/Winter 2013

References: Adweek, i-D, FastCoCreate, Diesel Official Website, Examiner, Creativity-Online, The Satisfaction Agency

Marion is the Founder of The Branding Journal. Her passion for strategic marketing made her create The Branding Journal - with the objective to offer an online platform to branding professionals.

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