Diesel and Guinness World Records once again collaborate to launch the 2024 Spring/Summer ad campaign “Welcome to Successful Living.” Conceived by Creative Director Glenn Martens, Art Director Christopher Simmonds, and photographer Johnny Dufort, the campaign pays tribute to classic TV talent shows, pushing the boundaries of imagination. As you watch in front of the TV, you can also discover yourself and embrace your talents. These contestants are not the typical performers in the public’s mind; they are true Guinness World Records™ (GWR) holders, personally selected by Glenn Martens, representing the values defined by the brand: non-conformity, a commitment to free thinking, and inclusivity.
Contestant number 48, Aristotelis Valaoritis, holds the Guinness World Record for balancing the most wine glasses on his head; contestant number 13, Liberty Barros, holds multiple flexibility world records, such as the most chest-to-ground bends in 30 seconds; then there’s contestant number 31, Jim Arrington, who at 91 years old became the oldest male bodybuilder in the world. In addition, contestant number 27, Chanel Tapper, holds the record for the longest female tongue; contestant number 7, Tami Manis, sports the longest female beard hairstyle in the world; next is contestant number 61, Rolf Buchholz, the male with the most body modifications in the world. Contestant number 82, Mariam Olayiwola, has several hula hoop records, including the longest time spinning 30 hula hoops simultaneously; while contestant number 22, Dalibor Jablanovic, holds the record for balancing the most spoons on his face.
Welcome to the Successful Living ad campaign where all guests, judges, and contestants are dressed in the Diesel 2024 Spring/Summer collection. The styling includes summer jeans with a faded effect, new collegiate-style printed cotton pieces, distressed Devoré floral jeans, nude bodycon skirts that outline unique silhouettes, peel-off effect movie poster prints, and runway-style trompe l’oeil lingerie pieces. Watch accessories include the Streamline watch and Vert watch, chain jewelry, and a sunglasses collection launched in collaboration with Essilor Luxottica.
Further reading:
- Craftsmanship, Spanish style, and the interactive journey behind the workshop! Loewe’s first large-scale exhibition “Crafted World” debuts in Shanghai
- Release date, full item disclosure! H&M collaborates with Korean emerging brand Rokh to create a designer collection
- Already a fashion darling before debut! New Korean girl group ILLIT appears in Acne Studios Spring/Summer ad
