The jeans brand Diesel’s Indian branch came up with an idea to goose sales–a “spoof sex toy” given free with any purchase over $150. The Knee-J is a leather-esque kneepad (this being India, surely not cow leather!) whose packaging promises “Knee Jerk Reactions Guaranteed.” (Full-size image of the packaging, and ad copy, here.) Read between the lines–which, for Diesel at home and abroad, are always pretty widely spaced, not-particularly-subtle lines anyhow!
The explicit kneepads were produced by ad agency Happy Creative Service, based in Bangalore. Their website advertises, but does not link to, a past campaign called “Happy-Ending Ego Massage”. Their in-house promotion of the Diesel campaign reads, “Customers were left kneeling for more,” and, less punnily, that sales went up more than forty percent. Reps for Diesel U.S. were unavailable for comment, perhaps because, like every other industry in the U.S., provocateurs must now spend every minute thinking of how to catch up with India.
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