Joe Jonas is no longer just “the cute one” from the Disney-friendly teen-brother boy band that launched him to fame.
The middle Jo-Bro is now a fashion-week fixture and the cool-guy lead singer of edgy pop group DNCE, and he recently added a supermodel to his list of A-lister exes.
So it’s only natural that he, in keeping with this new image, has teamed up with Diesel as the face of the brand’s spring denim campaign.
The ads are just weird enough to confuse people into thinking they’re cool, mixing it up with model-esque shots of the singer against pastel-hued backgrounds juxtaposed with cheeky text: “I’ve got more followers than @diesel.” (Which, for the record, is true by a margin of about 2.5 million.)
Joe also filmed a (bug-eyed) video for the campaign, in which he steals Ryan Gosling’s swoon-worthy “Hey, girl” catchphrase and peppers in a few of his own charming one-liners, including: “You’re f—ing delicious” and “Want to cuddle?”
The edgy label, which just revealed that its underwear ads will debut on Tinder, Grindr and PornHub, is, in our opinion, a perfect pick for Jonas and his quest to shake his Disney image.