January 12, 2016 11:24 PM

It looks like Gigi Hadid gave Joe Jonas some modeling tips pre-breakup, because the singer is Zoolandering all over Diesel’s latest campaign. Jonas stars alongside his DNCE bandmates in ads for the brand’s spring 2016 campaign.

Courtesy of Diesel

Diesel is gearing its marketing approach in an “edgier” and “refreshingly modern” direction with its digital ad revolution, which reflects Internet culture and is appropriately called, “#dieselhashtag.” The label is using cheeky slogans, custom emojis and new platforms to share the news, including Grindr, Pornhub and YouPorn (for their intimates collection). And one face you’ll definitely recognize in the ads for menswear is Jonas alongside his cool new DNCE band members.

The group models cool jeans, paisley-print shirts and biker jackets in the ads emblazoned with social media-friendly phrases. Then Jonas gives his steamiest Blue Steel faces in the accompanying Tinder-esque video.

The brand’s artistic director, Nicola Formichetti, explained the new look in an interview with Dazed Magazine saying, “What we see in advertisements is just selling fake dreams, fake things, this impossible beauty. I think we have to be honest. Yeah, this is an ad, we’re selling shoes. But it’s in an interesting way, and people smile.”

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Some places you’ll see these new images and videos include Tinder, Grindr, Pornhub and YouPorn, as well as traditional billboard and magazine forms too. “For Tinder, we got one of our models to pretend to be a user, so you’re swiping and then Sam comes up like ‘hello!’ It’s clear that it’s an ad, but we’re engaging with where we are, and that’s about this transparency.”

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Overall, the brand’s excited to be one of the first in the industry taking part in a campaign like this. “… I think we’re the first brand to go on Pornhub. At Diesel, we want to talk about things that not everyone else is talking about — I like that we get to do that. Sexuality is still a taboo in today’s world,” Formichetti explained.

What are your thoughts on the brand’s new campaign? Share with us in the comments below!

–Colleen Kratofil

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