Diesel ‘Be Stupid’ Campagne

Diesel, the international jeans brand, is launching “Be Stupid“, a campaign that encourages consumers to take risks and move beyond the smart and sensible track for life. The campaign, developed at Anomaly London, includes online, press and outdoor advertisements featuring “stupid” acts, a digital recruitment campaign for the Diesel music video/2010 catalogue, and viral activity outlining the company’s Stupid philosophy.

Diesel Stupid Philosophy 

Like balloons, we are filled with hopes and dreams. But. Over time a single sentence creeps into our lives. Don’t be stupid. It’s the crusher of possibility. It’s the worlds greatest deflator. The world is full of smart people. Doing all kind of smart things… Thats smart.

         Well, we’re with stupid. Stupid is the relentless pursuit of a regret free life. Smart may have the brains…
but stupid has the balls. The smart might recognize things for how they are. The stupid see things for how they could be. Smart critiques. Stupid creates. The fact is if we didnt have stupid thoughts wed have no interesting thoughts at all. Smart may have the plans… but stupid has the stories.

      Smart may have the authority but stupid has one hell of a hangover. Its not smart to take risks… Its stupid.
To be stupid is to be brave. The stupid isnt afraid to fail. The stupid know there are worse things than failure… like not even trying.

Smart had one good idea, and that idea was stupid. You can’t outsmart stupid. So don’t even try. Remember only stupid can be truly brilliant.


http://www.diesel.com/be-stupid

I think this campaign is fantastic because it sets out to “change our perceptions.” And isn’t that what it’s all about, looking at something from a different perspective?

The Diesel campaign is fresh, lively, and although corporate types may not agree, they’re not the target. There isn’t very much “great advertising” today because agency’s and corporations are too afraid that something bad might be said about them or that they might say something wrong, or offensive.                          Campaigns die before ever getting mocked up, and that’s just ridiculous. We want to buy our way into everything, sponsor everything, but there’s no voice or continuity behind playing it safe.

Advertiser: Diesel

Advertising Agency: Anomaly London

Creative Type: Outdoor

http://www.diesel.com/be-stupid

Turcu Sandra