Think back to the early 90s. When the Internet wasn't really a thing, telephones were huge and clunky with pull-out aerials, and Facebook hadn't yet taken over the world. Diesel gets nostalgic in its latest campaign, which tries to send fans back to the 20th century.
For their 20th anniversary, Diesel are offering 20 viewers a chance to win a pair of original-style Diesel YUK shoes, a special anniversary edition, which were first released in 1993. The only rule? Pull the plug on social media for 3 days.
Well, you can choose to either give up Facebook for 3 days, or if you include Twitter and Instagram, you can cut down your sentence by 12 hours per app. Pretty challenging stuff, I have to say.
If you're thinking - that's easy - they'll never know if I sneakily update my status about how hungover I am, or retweet a picture of my friend's dog. But no, there's a catch - you have to give Diesel access to your accounts so that it can ensure you are not a cheater.
Don't worry though - your mates won't think they have been unfriended - Diesel will kindly tweet or update your status once a day, informing friends and followers of your social media abstinence, and encourage them to join the boycott.
The ad itself features a karate master performing martial arts in his Diesel YUK shoes. When he finishes his energetic routine, in what looks like a dodgy motel room, he screams at his shoes, demanding them to tell him how many kicks he did. But, unfortunately, as the text reads, THE SHOES DON'T CARE. They are just shoes, and cannot tell you how many kicks you did, nor can they 'track', 'time', or post on your wall. They are "pre-internet shoes".
On the campaign website, the brand asks 'when did sharing become annoying, and liking just a pointless online gesture?' That's deep, Diesel. Real deep. Let's see if Diesel succeeds in its boycott and the word is spread about their campaign. Maybe their anti-Internet campaign will go 'viral'. Wait, hang on...is it me or is there a serious flaw to the plan here?