Monday, May 21st, 2012
Diesel, the Italian based designer clothing company has landed a fantastic placement – right on the face of Jay Kay, lead singer for Jamiroquai.
Currently number one on the British charts, ?Runaway? is the lead single taken from Jamiroquai?s new album ?High Times ? Singles 1992 -2006?, a singles collection containing 17 huge hits from Jay Kay?s extraordinary career to date plus Runaway and one other new track.
For several weeks, the funky video- which features singer Jay Kay driving a space buggy through London?s West End- has been all over music TV across the globe. The video also sees Jay Kay wearing a special customized edition pair of Diesel ?Lock? sunglasses, the ?IT? shades for Fall Winter 2006 season.
For the video, Diesel created a unique pair of the Lock shades, with a fluo trim and all-black lenses for a very cool, underground look that perfectly fits Jay?s style.
The Lock frames are based on Diesel?s most successful Aviator shades – already cult products among those who appreciate retro eyewear with a hint of the Seventies. Available on the market in limited edition with gold and silver trim, the “Lock” have been created in a unique color only for Jay Kay.
To mark the occasion, a pair of Lock Diesel shades will be signed by Jay Kay and one lucky fan will have the opportunity to win them, by visiting www.diesel.com or www.jamiroquai.com.
The video was recorded around Piccadilly Circus, Trafalgar Square and Tower Bridge in central London and partly filmed in a recording studio in Nottinghill, London. Jay can be seen wearing the Lock sunglasses in the frames shot in the studio. The deal was handled by Diesel’s product placement firm Propaganda Gem.
