Watch | Diesel to run racy new SS16 campaign on Grindr and PornHub

Diesel are decoding digital culture for their Spring/Summer /16, with #Slogans and the joyful absurdities of online and offline behaviour.

“Our worlds, online and offline, are completely merged,” says Artistic Director Nicola Formichetti. “Digital is now more real than reality. Emojis have become the new Esperanto, a universal language which is understood by millions.”

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Elevating the emoji to another level, Diesel have commissioned their own emoji alphabet for the campaign. There are a plethora of both familiar faces in the campaign including singer and actor Joe Jonas along with one of attitude’s favourite models Sang Woo Kim, hunk Trevor Signorino and transgender model Stav Strashko all taking selfies, online shopping, cyber flirting and swiping right and putting on snap chat filters.

Diesel will also be popping up on Grindr, Tinder and the the most popular porn sites, Pornhub and YouTube. When you block a user on Grindr, Diesel underwear will pop up, giving you all the more reason to be picky.

Diesel worked with director/photography duo Santiago & Mauricio to shoot frivolous instant video clips before the traditional advertising images. We’ve done a bit of breakdown of our favourite moments in the campaign video.

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