Usually when you have a new product, you run a series of ads, maybe a video, and spread the word via the internet and magazines. But Diesel  has a new motorcycle helmet, and they want the world to know about it, and they are doing it in a very nice and novel way.
They have invented a character, Quique the head , who is a bodyless person, ie, just a head wearing a Diesel-AGV helmet. It's actually funny and well done.
They have a website, telling the story of Quique, with more and more stuff unfolding in his strange life looking for a body donor.
Have a look at the video... it's funny...
Quique The Head (3 minutes 33 seconds)
Click here to read more about Quique .
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