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Diesel Celebrates Its 30th And Provides a Porn Retrospective

Adult clips used to create viral video for fashion company's birthday
Diesel Celebrates Its 30th And Provides a Porn Retrospective
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Sep 26, 2008 6:00 AM PDT    Text size: 
LOS ANGELES — It's official. Adult has cultural cachet. To celebrate its 30th anniversary, Diesel, the popular Italian design company, has tapped adult's early video history in an online campaign.

The viral spot, currently playing on YouTube, Break.com and other video-sharing sites, uses clips from vintage 80s adult films. The clips and soundtrack evoke the beginning of adult's widespread consumer reach. But with a twist. For public consumption, even if on a computer screen, the actors have been placed in amusing scenes with the addition of cartoon animations and graphic overlays.

By adding costumes and imagined settings, the otherwise explicit acts wink at the viewer. Oral sex is shown as an innocent corncob meal. A vigorous game of pinball could indicate a more enjoyable pastime.

Created by The Viral Factory, the London and Los Angeles based agency responsible for the piece, the video is expected to spread to other video-sharing and multimedia sites. The agency has won awards for previous viral campaigns.

Although the viral video will not be aired commercially, it has gained traction. "We've seen an immediate, positive response," said Olivier Katz, the Viral Factory's president. Preliminary stats "already seem to indicate that it will be successful."

Diesel will fete its 30th year in business with simultaneous parties around the world on Oct. 11.

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