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 global advertising agency Anomaly, 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.
At recruit.diesel.com Anomaly is looking for stupid acts to include in the up and coming Diesel Stupid Music Video. Starting a band, building a tree house or an art installation? Here’s the chance to be one of the 100 creative acts from around the world starring in the music video which will double as the 2010 Diesel catalogue.
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.
So, BE STUPID
Click on the image below to play the video in YouTube (HD)
More From the Campaign
Credits
The Be Stupid campaign was developed at Anomaly, New York, by executive creative director Mike Byrne, design director Kevin Lyons, creative director Ian Toombs, freelance art director Coral Garvey and freelance copywriter Sean McLaughlin.
The Thinking Behind The Campaign
Anomaly’s submission to Cannes 2010, associated with the Grand Prix for Outdoor Advertising.
In January 2010 Diesel introduced the world to Stupid. We did so by comparing Stupid to smart. By juxtaposing Stupid to smart we defined clearly the enemy of Stupid which is control, fear, conformity et cetera. We did so in a lighthearted way. A fun way. Stupid is a wonderful thing. It’s a way of life. It’s how we, Diesel, think you should love. The world would be a much happier place if we were all a bit more stupid. The brief from Diesel was to spread Stupid and disrupt fashion, and renew Diesel’s rich history of rebellion.
“Stupid is a wonderful thing. It’s a way of life. It’s how we, Diesel, think you should love. The world would be a much happier place if we were all a bit more stupid. Stupid is not advertising, it’s a movement. And this is the manifesto of stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe. Stupid is not advertising, it’s a movement. And this is the manifesto of Stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe. Diesel gained over 10 million media impressions from this piece alone – and this is only the beginning.”
(Average: 4.08 out of 5)
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As much as I get the points of others who defend this campaign, I just can’t find it in me to do the same. I really do not like this campaign at all, it’s just another example of how the media tries to brainwash young minds into thinking that by doing “stupid” things you’ll automatically be considered cool/sexy/artsy. I find it stupid altogether, and irresponsible to target these young audiences and encourage stupidity. No wonder lupe fiasco, and extremely creative and talented artist disagrees with this campaign as well.
This campaign does not encourage me to take risks. It just makes me angry, it breaks my nerves, it makes me send back a message to the brand owners: no thanks, treat us the potential customers with some respect. This brand is now completely banned from my wardrobe.
I don’t see why people are getting so worked up about a few words in a few ads that aren’t offensive at all. I think the point is that one should take risks, fashion and otherwise. It’s not as if the ads are trying to encourage reckless behavior or insult consumers -- if you read any internet marketing blog you’ll see the same tactics. The point is to get you talking about Diesel, so I’d say the ads are doing their job!
Actually, I can’t see a bad intention. It’s just a campaign so you read, you decide.
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“VICTIM” IS THE NEW “STUPID”!… BE GANG RAPE VICTIM, WHY DON’T YOU GIVE IT A TRY?…IT MUST BE VERY STUPID! WORK LIKE STUPID! BEHAVE LIKE STUPID AND LOOSE ANY SENSE OF DIGNITY! DIGNITY IS OUT OF FASHION…BE STUPID… ITS TRENDY!
F*CK THE GIRLFRIEND OF YOUR BEST FRIEND…THAT’S STUPID AND ITS GREAT! YOUR PARENTS WORK LIKE SLAVES FOR 60 YEARS AND THEY ARE MUCH MORE STUPID THAN ANY KIND OF STUPIDITY YOU CAN IMAGINE ANYWAY WITH YOUR STUPID JEANS AND YOUR STUPID SUNGLASSES GAZING STUPID BOYS & GIRLS IN YOUR STUPID FREE TIME FROM YOUR STUPID UNIVERSITY OR YOUR STUPID JOB! YOUR LIFE IS SO STUPID THAT YOUR STUPIDITY BECAME A MERCHANDISE! YOU ARE NOT REAL STUPID,… HIPSTER MY LOVE… BUT YOU ARE A REAL VICTIM FOR SURE!
Honestly before reading the posts and comments above i thought this was a really cool campaign. To some extent yes if you over think the simple idea by Diesel of being stupid you will obviously start thinking its absurd,let alone loosing the point. The art direction and copywriting of the print adverts and outdoor advertising are brilliant especially the “smart critiques, stupid creates” . So yes the bases of the idea will work to the specific target audience who understand, sometimes dropping the shackles o fan of an uptite corporate world and frowning reality just too let loose on a weekend while wearing the jeans i think is a thumbs up!!
Completely agree with Sophia. Aim of this campaign is for people to speak about this company, and work is done!=)
As for me stupid isn’t quite their definition. I think smart people are doing the stuff they are calling stupid in the commercial. It is a question of beliefs, actually.
chill out. im 17, im not going to be a twat. im studying media, photography, and psychology, and unless you have the IQ of a small penguin, this campaign will not influence you in the slightest…
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I recommend this new app from Diesel, Be stupid at work. Awesome!
http://www.bestupidatwork.com/
banalization
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OK, I honestly get what people are saying about understanding ‘the deeper meaning behind the campaign’ and ‘what they really mean by ‘stupid”. I understand that this campaign was a cleverly thought through stunt to get attention and provoke people in order for Diesel to get publicity. However, the problem is that teenagers who see these ads will probably not look past the superficial meaning of the ads and see the deeper meaning (that one should be creative and daring in life). The only message they will get from these ads is that sexually promiscuous and irresponsible behaviour is cool. Also, I honestly think that there are way better -- and yes, creative AND positive ideas -- that could have been used to promote the idea of a daring and creative lifestyle. (Stupid) people who believe that this campaign is so great are really being taken for a ride and made the butt of the Diesel joke because really clever people created this concept and the ads… and this in order for them to make money off your stupid asses, sorry for my saying so… The (smart) creators used clever little antics and catch-phrases to get stupid people all excited about the brand and the concept of (false) ‘bravery’ and ‘excitement in life’ just to make money off of them. Utterly sad, yet understandable, that stupid people can’t get this!
And by the way, I honestly also think that paying so much for jeans is stupid in itself!
I believe that Diesel has totally shattered the concept of ‘any publicity is good publicity’ and have truly shown the world that there definitely is a limit to this phrase… I think the Diesel Be Stupid campaign is the newest NOT TO DO for businesses worldwide!
Even though I think that the advertising campaign has been cleverly executed and is very creative in nature, it still remains absolutely ridiculous and utterly, utterly shocking!
I will never, ever purchase any Diesel product ever again, and I will tell everyone I know to do the same!
Shame on you Diesel!
Total FAIL!
Be stupid. Buy Diesel.
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Why is everyone getting so chocked over this? It’s a brilliant idea, the media is FINALLY telling us to be stupid and live our lifes with a bit of fun in mind, rather than trying to make us into clones so that they can have their perfect world filled with smart and sensible people. If you dont like this campaign… DONT RESEARCH IT. And just because an ad tells you to do something, doesnt mean you actually have to do it.
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This is an ADVERT-isement. it is meant to focus your attention and desires—and your money on their company and products. Media and advertising direct you, & yes PROGRAM you on how you spend your time, thoughts and money. So go ahead all you readytobestupid ready-to-be-advertised-to easily reprogrammed people—make Diesel’s Stupid Campaign effective and buy diesel’s stupid products and help them make their profits. By the way people compliment this advertising campaign, looks like they bought in without using any money anyway.
Okay this is my favorite campaign in the whole world. In society today there is such a stress on “appropriate behavior” in public that most people have hidden their true self. They lost their imagination, have become prisoner to technology, and all together forgot how to have fun. I am a person who never ever thinks in realistic terms because even if deep down I know that, maybe it’s not realistic at all, there is always a chance and recognizing that it may very well be impossible is one of the most depressing things I can think of. Yes I do agree it would be nice to put “real people” in the ads instead of the men and women who have bodies of tooth picks and that yes that would make it more relatable to the rest of the people but I don’t think they are saying that if you are stupid you are automatically sexy, cool, etc. I believe that they are saying pull the stick out of your butt world and realize that each day we are inevitably preparing for our death so why not enjoy life and do the stupid things you want to but usually “think better of.” Dance in the middle of a store, laugh to loud in church, go streaking, blare the music and sing and dance in front of the window in your house because WHO CARES! Life is life screw society and it’s unwritten rules of acceptability, ( I realize some are written in the form of the law,) and relax and just have fun!
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Hell Yeah ! Let’s All Be Stupid !
Let’s Stop thinking, thats not Trendy ! Let’s Just Be stupid and Buy Buy Buy !
Because we are so HIP ! Awww Yeah <3 !