By Andrew Allen, Innovation director, Tradewind, Marketing, 04 November 2008, 00:00am

Digital choice: Diesel SFW XXX

In a year in which advertising has been plagued by political correctness scandals and client U-turns that even Mr T couldn't avoid, it's refreshing to see a piece that says balls to it.

Diesel has never felt the need to be conservative and SFW XXX (as in safe for work), which promotes Diesel turning 30, is no exception.

By collating a selection of 80s porn shots and using clever animations to mask out anything untoward, the piece is unashamedly risque, but technically no more graphic than Who Framed Roger Rabbit. A deep, intelligent creative message it may not be, but brilliantly engaging it is.

Perhaps most importantly, the concept is one that people will want to share - a quality that is sorely lacking in many so-called 'viral' ads.

Finally, in a creative note that is in stark contrast to the regular allegations of plagiarism to which we have grown accustomed in this sphere, Diesel has made a point of thanking the forums that inspired the piece and partnering with them to offer free upgrades to key contributors.

This piece offers a real example of how viral can work for a brand. It is well-produced, well-seeded and allows Diesel to connect with its market in a way that would not have been possible through traditional media.

Agency: The Viral Factory.