The Substitute: DSQUARED² FALL/WINTER 2012/13

For the Fall/Winter 2012 advertising campaign, Dsquared2 made its debut with its first short movie entitled “The Substitutes”. The video was shot through the creative lenses of Mert Alas & Marcus Piggot, starring Dean and Dan and the models  Benedikt Angerer, Simon Van Meervenne, Liuk Bass, Ralf Javoiss, Daphne Groeneveld, Frida Aasen, Bette Franke; also featuring Eric and Joan Ribera as “bellhops” and Ratka Mayor as “the teacher’.

The models play the part of bored high school students IN CLASS. The attention of the unruly pupils is grasped by the unexpected arrival of two one of a kind substitutes, Dean and Dan, who start an unconventional lesson that wins over everyone except one person in particular….

The soundtrack is the 1960s pop tune “The Clapping Song” by Shirley Ellis.

The Fall 2012 Dsquared² advertising campaign is an ode to teen rebellion of a young generation, struggling to break free from the iron fist of the school system.
The dance between teenage angst and conformity clashes and sparkles, inspiring Dsquared2 latest collection and ad campaign.
Conceived through the creative lense of Mert Alas & Marcus Piggott and shot in London at the charismatic Ragged School Museum, this advertising campaign also features a video called “The Substitutes”. And guess who are the substitute teachers who came in class to teach a fashion lesson? Dean and Dan, directed by the photographers duo and under the art direction of Giovanni Bianco, enhance their way the talent and beauty of models BenediktAngerer, Simon Van Meervenne, Liuk Bass, Ralf Javoiss, Daphne Groeneveld, FridaAasen and Bette Franke. The models all played up-to-no-good high-school students. Additional cast includes Eric and Joan Ribera as “bellhop” and Ratka Mayor as ‘the teacher’. Dsquared²’s trademark tough-in-cheek, paradoxical appeal is further emphasized by the rambunctious and happy-go-lucky 1960’s pop tune ‘The Clapping Song’ by Shirley Ellis, which created the perfect audio and visual union.
In addition to edgy visuals, playful editing and the unveiling of a captivating collection, the advertising campaign also ends with an unexpectedly comical twist that is only befitting for a brand like Dsquared², beloved for its unapologetically radical and humorous appeal.

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