Diesel promotes its new underwear collection with super (‘stupid’) power. The brand, which did it big with its extravagant, but still very appealing ‘Be Stupid’ campaign last year, is going on doing crazy things with a serious face. Recently, it presented its Spring/Summer 2011 collection under the espionage theme (heavily employed by filmmakers and graphic story authors forty years ago), and now continues with another trend, which was popular in the 70-ies. Diesel created new bizarre characters with double-meaning names or just to present the flamboyant underwear in the Fresh & Bright Superheroes campaign.

So, the new line is introduced by a group of guys with metahuman abilities (which are completely useless in everyday life, but still can “make the world brighter”). The Diesel champions of absurdness are Supperman (neither a bird, nor a plane, it’s a supper), Dr Score (always has extra balls), Mistress of Puppies (is pulling you G-String), the Iron Boy (only he can solve the creases), Miss Dismiss (her lips say «No» but her eyes say ‘HELL NO’), LaLaLady (the girl who just wanna have fans), Visible woman (no eye can escape her attraction field) and Mr. Naker (undresses any woman ‘in his mind’).

The mask-wearing characters, who are placed in the environment which mirrors their personality, look ridiculous in their tights, and if you want to see them without the stupid clothing, just press the ‘turn them off’ and see the heroes stripped down to Diesel underwear. Visitors also can ‘spread the power’ (the sexual one?) by sharing a page with their favourite hero with friend through social media buttons, and ‘own’ the power by purchasing the items.