Diesel is kicking off a new campaign to promote the new version of its bold fragrance ‘Only the Brave,’ launched back in 2009. Since the new fragrance inherited the brand’s extravagant and rebellious nature, the new campaign was to encompass all these traits, so the brand commissioned Fred & Farid Paris, one of the most brave-hearted advertising agencies, which recent works includes ‘wild and mad’ promotions for Wrangler, to develop the campaign, promoting the new Only The Brave Tattoo. As to the original soundtrack, Diesel tapped Sizzer Amsterdam’s Michiel Marsman and Marcel A. Wiebenga to supervise music creation—the score with an electronic-eighties twist was composed by Captain Bee’s Knees.

“We are excited to be part of a cooperation which includes such creative powerhouses as Diesel and Fred & Farid. It’s especially rewarding for us to continue working with both, because music plays a central role in the story-building and ambiance of their work,” commented Michiel Marsman, Music Supervisor, Sizzer Amsterdam—the team has also collaborated with Diesel on its ‘Fuel For Life’ fragrance campaigns in 2010 and 2011.

The campaign includes a new TVC, which was directed by an aspiring Dutch filmmaker, Paul Geusebroek—in the spot, there’re two guys who are representing the two versions of the scent, The new fragrance and The original fragrance. They seem to be different—one is covered with tattoos all over, and the other has clean skin—but in their lives are similar, and though the spot ends with a feeling of an upcoming fight between the guys, they are sure to find the common language. The new bottle of the Only the Brave fragrance design pays tribute to the tattoo culture—on Diesel’s Facebook fan page one will be able to find the interactive museum Tattoo Gallery as additional music demos by Sizzer Amsterdam, which can be downloaded from the page.