About objects

Diesel advertisement, 1995. Black wooden frame and glass, 120x80cm. Photographer: David LaChapelle. Creative director/concept: Jocke Jonason (then Paradiset).
The advertisement has been exhibited at Fotografiska's Diesel exhibition, and the original photograph has been exhibited at Fotografiska's David LaChapelle exhibition and in many other places around the world. The advertisement is featured in the Diesel book and in David LaChapelle's books.

Explanation of ad concept: America was about to celebrate 50 years since the end of World War II, while Bill Clinton was trying to figure out whether it was okay to be gay in the US military. His answer: Yes, it is, but only if you don't tell anyone. Combine this with inspiration from the famous photo of the sailor kissing a woman in Times Square at the end of the war, and you have the Diesel ad you are now looking at.

Contributor: Jocke Jonasson