Our solution was to simply and boldly swim against the current. Instead of embracing the influencer fad, we built a campaign that reminds social audiences that the true strength of any influencer is their followers. BE A FOLLOWER celebrates the carefree, effortless life of a follower, by ironically contrasting it against the huge efforts that influencers make to maintain a following. And, it does so primarily on those social media channels that influencers call home – Instagram and YouTube.

Diesel has a history of using music to highlight its irony and humour. BE A FOLLOWER is no different. We used Ricky Nelson’s 1963 classic “I will follow you.” Lyrically, it was already the perfect ironic fit. And then we reorchestrated it, to give it a cool, contemporary and more Diesel edge.