Diesel Be Stupid

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.

Diesel Stupid Lion camera shot

Diesel Stupid Wall Dinner

Diesel Stupid security camera shot

Diesel We're With Stupid

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 Are You Stupid

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.


Click on the image below to play the video in YouTube

More From the Campaign

Diesel Stupid security camera shot
Diesel Stupid Rain Kiss
Diesel Stupid helmet smoke
Diesel Stupid pants eyes
Diesel Stupid sauce bottle
Diesel Stupid slow cone
Diesel Stupid mail box stunt


The Diesel 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.”

  • Deux Doppel

    There’s a lot more on the catalogue part of the site, though it looks as though the ads here are the pick of the bunch.

  • No kidding. It’s a stupid campaign. And not in the sense they intend to portray around the word.

  • matthew

    i’ve been having many discussions on this campaign, but i feel that if it turned me off to the brand, it will probably do the same to other people. in the end of the day, marketing should leave you with a positive image of the brand, and i don’t think i’ll ever think positively about diesel again. the concept of risk taking is not well conveyed by using the word “stupid”, other than making these very stupid ads indeed [and a stupid business move for diesel].

    • GK

      Mattew, you probably didn’t like the campaign because you are smart. The brand is not aimed at you.

  • Deux Doppel

    I can imagine the creative team working “Daring” as a descriptor – Diesel, Daring. But too boring. Dumb as a descriptor is not what you want your product described as. And so Stupid. Not a lot better.

  • Sweet Herb

    Whoever don’t like these ads are stupid!

    • wrong

      No. They consider themselves smart. And don’t know how to live life.

    • Foodog

      Whoever “Doesn’t” like these ads. But you know, bring stupid, you probably didn’t know that.



      • Stupid my ass!

        @Finger Smith: Wow, your spelling really shows me just how stupid you are! Also, it scares me how much the Diesel Be Stupid campaign is focusing on sex… because STUPID PEOPLE SHOULDN’T BREED!!!

  • Wow…Tough crowd. I didn’t get into advertising to make a lot of money. I did it because I loved it and had passion for it. I think this campaign is fantastic because it sets out to “change our perceptions.” Isn’t that what it’s all about, the changing of perception, looking at something from a different perspective? To me, most advertising is pretty boring. The Diesel campaign is fresh, lively, and although corporate types may nay-say it to death, who gives a crap? 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. I’m many of you would have been much happier if Diesel had purchased the rights to a Bowl Game…the Diesel Jeans Sugar Bowl. B O R I N G. Me, I’m stupid.

    • g

      This is embarrassing. This ad campaign and your one-dimensional defense of it is just a testament of how lazy and jejune the whole mediocre institution of advertising has become. I live in NYC, and two weeks ago the entrance stairwell I pass through on my daily subway commute was relentlessly covered in these ‘Be Stupid’ adhesive-poster ads. My twice-a-day (or more) forced endurance of these ads has inspired me to think of an appropriate metaphor: my interaction with these ads is like being in a romantic relationship with a stupid person. At first, judged on face value, I find her cute, fun, and attractive, and I mistake her stupidity for carefree optimism. “Oh I’m so envious of your carefree lifestyle!” It’s intoxicating. But, then I start spending more time with her… I realize she has nothing to contribute to a conversation, she’s sort of embarrassing around my friends, she repeats herself incessantly, and the childish antics I have seen a hundred times are really starting to wear on me. It’s no wonder why somebody tagged with a fat-tip marker ‘shut the f**k up’ overtop the pretty model’s face in the subway ad. The true test of good advertising is the test of time, and in less than two weeks somebody got bored enough with Diesel’s vapid fauxhemian bullshit that they had to spice it up with some authentic youthful histrionics. As an American, I live in a culture already supersaturated with youth-obsession, superficiality, and irresponsible living, so how is this campaign going to rise above? It’s not. It’s just a fart in the wind. That’s bad advertising.

      • dalexa

        that’s the thing. you should try to understand the definition of stupid from diesel. stupid is the one who has the balls to do something that others don’t, a thing that is going to make a diference. they have one thing on their spot that goes around these thoughts… “be stupid, don’t be dumb”. there’s a difference so your interaction with the ads are just wrong. it’s seems that you didn’t get the idea of it.

        • Maud

          “you should try to understand the definition of stupid from diesel.”

          No. I shouldn’t. Diesel’s ad campaign should engage me enough that I don’t have to. It’s not my job to come up with a reason why their ads are worth my while, it’s theirs. They may have set out to change my perceptions, but they came nowhere near succeeding. And you don’t have to use women’s bodies to scream, “Hey, look at this, titties!” if there is actually anything in your design capable of engaging the interest of a viewer, whether that viewer is male or female, gay or straight.

          • Casey

            Honestly, it isn’t meant to be taken literally.
            If ads were meant to be taken literally, the world would be in chaos.

            Think of it more as a metaphor.

            and lighten up.

            There are WAY worse ads than this one.

      • petune

        it’s what the people want… or else it wouldn’t have made millions of dollars… so actually money confirms facts … was it effective? indeed it’s an excellent campaign despite all the “Smart” people that probably have never worn Diesel Jeans cause they’re too intellectual to look in style. But to all of them… be bitter… and take a look at this campaign’s sales. It’s so enourmous it’s stupid! That’s the point!

    • Maeve

      Yeah, we know you’re stupid, don’t brag on something you can’t help.

      The ads are gross and sexist…I don’t see any naked dudes, only women. If you’re going to do naked be fair.

    • Casey

      I concur 🙂

      • Lulu

        Grow up Maeve, take the stick out of your behind and learn to take life a little less seriously.

  • Al

    Fantastic campaign. And if you look at the visuals, many of the set-ups aren’t stupid in the literal sense, they’re actually quite inventive and, yes, even inspiring.

  • Susan

    What does Diesel sell?

    • Elisa

      I don’t know what Diesel sells but apparently it isn’t jeans. What I do know is that none of my middle school students who see these ads are going to take the time to think about what Diesel means by being ‘stupid’. What they are going to see is attractive people they want to ‘be’ like glamorizing drunken, lewd, asinine, careless, irresponsible behavior that encourages stupidity. This ad campaign doesn’t target adults. It targets young, impressionable students who think what they see is ‘cool’. I found this ad campaign in a teen magazine, and it is infuriating to see what is being sold to young minds. It’s absolutely ridiculous. If I weren’t a teacher, I would find it laughable.

      • Keegan bourne

        Well mabey ur just underestimating kids . Bcuz I’m in grade 8 and I understood it perfectly: take chances don’t be average.

        • Don Quixote

          Well, for sure I do not overestimate your knowledge of the english grammar.

        • briantw

          That’s not what stupid means, stupid.

        • Keith

          Keegan, It’s gr8 that you understand it. But do you have $250 to spend on jeans? This campaign has missed it’s mark. That’s BADvertising. If I were going to spend that much on jeans I would not want the label of the “stupid” designer on my behind. Risky? Yes. Adventurous? Yes. Zagging when others are Zigging? Yes. But they way these people define stupid is, well… stupid.

  • Pagan

    Yes, I am doing something “stupid” today. I’m looking at this beyond stupide website. Enough said, goodbye, never to return.

  • Robert

    I am not a marketing expert as the people above and look at the campeign as a simple consumer/potential buyer. And I must say that this campeign is really fantastic and original. They have the guts and dare to do something different. I believe Diesel is a brand for people who like to be different, original and without any prejudices. This reflects the entire campeign.

    Again, I am just a consumer..but as well the targetgroup and potential buyer!

    I LOVE IT!

    • Teacher

      And you, and anybody who thinks this campaign is FANTASTIC and ORIGINAL, is an absolute idiotic TOOL, as well as a disgrace to our society.
      How can you support an advert that ENCOURAGES young people to ACT stupid (because that is what they are doing).
      -Would you like your daughter to flash her breasts at a CCTV?
      -Do you think that an art exhibition or starting a band is a STUPID thing to do?
      -Would you like your GIRLFRIEND or BOYFRIEND to cheat on you and hide the culprit under the bed, or even worse, photograph her vagina while standing in front of a hungry lion?

      You think “smart” people are a tool of the government, well, even worse, YOU are a tool of big money-making organisations.

      Do you think that whoever created this campaign is actually STUPID? No they are a bunch of 40-50 year old rich, relentless and ruthless business people, who are only looking to make money by poisoning young minds. And the ones that came up with this campaign aren’t “stupid” they are actually CLEVER people, who have found a way to exploit teenagers. Shame they couldn’t use their intelligence to do something more socially helpful.

      I’m a teacher, and EVERY single day, we battle to inspire and teach young minds to be caring, good, courageous people. Being STUPID has NOTHING to do with being BRAVE, and this campaign is dangerously confusing the two, with a message that young people will IMMEDIATELY take on board, because let’s face it, it’s easier to be stupid then to make the right decisions in life.

      I cannot believe that a council, or government would allow for THIS to happen, it is contradicting, not to mention undermining our very own education system. What the hell are we working for then?
      I say this campaign NEEDS to be banned immediately.

      • kris

        guys you have to be joking, your focusing on the wrong thing here, i think the adds are pretty cool. i have been called stupid and useless pretty much my entire life and i think its really nice how diesel has turned it into a positive, saying people shouldn’t take life so seriously, remember nothing matters very much, and very few things matter at all. Don’t listen to the people trying to put you down, do what you want rather than letting people tell you no,

        and btw the video clip is genius , and bloody funny

        • Don Quixote

          You know, those people calling you stupid and useless in the past?
          They should read your stuff know…
          They would feel much better in knowing they were right all along !

  • OnTheLimit

    Wait until some real Stupids (yes, they walk among us and even vote) try emaulating some of the moves depicted in the ad campaign.

    Vulture-like, the lawyers are already circling. They are well versed in recognizing stupid companies who have deep pockets.

  • Paolo

    Hola chicos,

    aqui os invito a ver la campaña publicitaria de HAPPY FEW.


    Los he encontrados en facebook tambien:

  • Designer

    Wow, everyone here hating on this Campaign needs to think of what it is really saying. According to “teacher”, we should only make ads with people holding hands and keep everything pure because that what the world should be!!! Grow up, we live in a society which encourages sexual activity, and its COOL to go against the establishment, such as schools. So if you don’t like trying to teach your students, stop bitching and be a gardener. The world needs more creativity if anything, getting kids and adults alike to think differently. And the way you react to ads on a personal level is just that, a reaction to your personal experiences. Since you stopped liking something after 2 weeks says something about you as well as the design.
    People on this board seem to lean towards trying to be Smart instead of accepting being Stupid.

    • briantw

      “getting kids and adults alike to think” differently? Isn’t that exactly what STUPID isn’t? THINKING? Einstein though differently. He wasn’t stupid. The only think stupid is this campaign.

  • benns

    Whether we like it or not, it worked. It caught our attention. It’s not like Wolks Wagen Fun Theory, thru which the company’s trying to “educate”people. This is a provocation, and you can take it as deep as you want, judge it brilliant or insulting, in any case it has provoked buzz about the brand and increased brand awareness, Diesel didn’t do the campaign to be loved, it did to be talked about.

  • Don Quixote

    And they are !!!!

  • ads

    Surely stupid isn’t right word they’re looking for… but look at the sixth definition 🙁 English is confusing me!

    stu·pid   /ˈstupɪd, ˈstyu‐/ Show Spelled [stoo-pid, styoo‐] Show IPA adjective,-er, -est, noun
    1.lacking ordinary quickness and keenness of mind; dull.
    2.characterized by or proceeding from mental dullness; foolish; senseless: a stupid question.
    3.tediously dull, esp. due to lack of meaning or sense; inane; pointless: a stupid party.
    4.annoying or irritating; troublesome: Turn off that stupid radio.
    5.in a state of stupor; stupefied: stupid from fatigue.
    6.Slang. excellent; terrific.
    7.Informal. a stupid person.

    1535–45; < L stupidus = stup(ēre) to be numb or stunned + -idus -id4

    —Related forms
    stu·pid·ly, adverb
    stu·pid·ness, noun
    un·stu·pid, adjective
    un·stu·pid·ly, adverb
    un·stu·pid·ness, noun

    —Can be confused: ignorant, stupid (see synonym note at ignorant).
    Dictionary.com Unabridged
    Based on the Random House Dictionary, © Random House, Inc. 2010.
    Cite This Source |Link To stupid

    Explore the Visual Thesaurus »Related Words for : stupid
    dolt, dullard, pillock, poor fish, pudden-head

    Did you mean Diesel?
    Be Stupid with Diesel

    Word Origin & History


    1540s, "mentally slow," from M.Fr. stupide, from L. stupidus "amazed, confounded," lit. "struck senseless," from stupere "be stunned, amazed, confounded," from PIE *(s)tupe- "hit," from base *(s)teu- (see steep (adj.)). Native words for this idea include negative compounds with words for "wise" (cf. O.E. unwis, unsnotor, ungleaw), also dol (from root of Ger. toll "mad," related to Gk. tholeros "muddy, turbid"), and dysig (see dizzy). Stupid retained its association with stupor and its overtones of "stunned by surprise, grief, etc." into mid-18c. The difference between stupid and the less opprobrious foolish roughly parallels that of Ger. töricht vs. dumm but does not exist in most European languages.
    Online Etymology Dictionary, © 2010 Douglas Harper
    Cite This Source

    stu·pid (stōō'pĭd, styōō'-)
    adj. stu·pid·er, stu·pid·est

    Slow to learn or understand; obtuse.

    Tending to make poor decisions or careless mistakes.

    Marked by a lack of intelligence or care; foolish or careless: a stupid mistake.

    Dazed, stunned, or stupefied.

    Pointless; worthless: a stupid job.

    n. A stupid or foolish person.

    [Latin stupidus, from stupēre, to be stunned.]
    stu'pid·ly adv., stu'pid·ness n.

    The American Heritage® Dictionary of the English Language, Fourth Edition
    Copyright © 2009 by Houghton Mifflin Company.
    Published by Houghton Mifflin Company. All rights reserved.
    Cite This Source

    Slang Dictionary

    drunk. (See also get stupid.) : These kids are so stupid they can't see straight. They're all going to be sick.

  • April

    As a parent, this goes against everything I have tried to teach my daughter. Drink yes, laugh and have a good time. Flashing your breasts, taking photos of your vagina, having reckless sex, give me a break. No wonder we have rotted in this society. For thoes of you who are going to bash me for hating this ad and what it represents, remember while you are out there acting like an idiot and not able to get a job because you are stuipd and no one takes you seriously, I am working and paying taxes and being smart. Maybe I should stop funding your welfare cheques.

  • Casey

    I don’t think it’s directly telling you to be ‘stupid’ as it is telling you to be daring and creative and to follow your heart.

    I can see why this ad campaign is controversial, but as a free-spirited artist, I fell in love with this.

    It’s honestly not mean to be taken literally. Lighten up and see the heart in this.

    • briantw

      Then use the words “daring” and “creative.”

      • Thats just stupid… If you dont understand they campaign or what it’s trying to say… Then just ignore it. But Be daring vs Be stupid_ you just turned a really exciting and fun campaign into something from a stock photography site… get real

  • Starri

    the campaign is an obvious success no matter how you look at it.

    You have the highbrow ones that feel the need to shame it and thus post arguments on how immoral and stupid it it is, not realizing they where never the mark group, they are simply a medium to further advertise it.

    and most of all everyone checks it out and people are ready to talk about it.

    mission accomplished.

  • annica

    To be honest I really like this commercial! I think its new, refreshing and intressting! and at the end of the day I will remember it..

  • Hazel

    these ads are awesome. All of you people who are here saying, these ads are totally dumb or whatever you guys can go be smart somewhere else. because while you guys are out there critiquing, me and the rest of the “stupid” people are going to go have some fun. it’s about time somebody came up with these advertisements because they are genius!!!!!! oh and by the way, apparently some people are too simple minded to realize these advertisements mean take risks and go out and have fun. there NOT saying that everyone should be stupid pot heads who do nothing with their lives. they ARE saying, fuck it. have some fun

    • Olie

      I think you have a good point. I like the message that they are trying to get across. But only if it stops at the positive side. As more of an adult, having fun does not mean we can do whatever we want (like cheating for example).. so I think Diesel can use better examples how to teach the young generation how to have fun.

    • briantw

      So you can’t have fun if you can think? That’s where your stupid argument goes.

  • Olie

    If what Diesel is trying to catching people’s attention and make their ads stick in our head, I think it certainly worked. But it may not necessarily be the best way to do. They may have started right, “Be stupid” can be interpreted in different ways depending how it is being presented. But Diesel definitely presented it all wrong, from consumers perspective. At the end of the day, what good does it do if it pushes people away from liking the brand and make people think twice before buying their products? I still don’t get how these advertising people think. The ad itself is somewhat a stupid move…

  • Joseph

    Wow you people are retarded, it’s obvious the campaign is saying to be STUPID and not use your brains, it’s not saying be hip cool and different, it’s saying let someone tell you what to do and just follow it. How can people miss that simple point and think that this campaign is cool, fun and different?

    This is also just a test to see how stupid people are and if they really would respond to a campaign that says to “be stupid.”

    If advertising campaigns are all the rage what about nike’s “just do it.” I like that one very much because I don’t even have to go onto the inspiration room to have other people tell me what it means. “Just do it” means to stop thinking about what I’m going to do and do it. “Be stupid” means to do dangerous things that will harm me in the future.

    Long post end.

  • pcul

    Maybe a campaign created by a very smart person.

    Anyhow – I wont hide my mind in future, have my wife (shes awesome), my house(yes, mine), my lil company (oh i hate tax) @ 35 years and wont waste money on diesel as i no longer feel allowed to buy the diesel-stuff (not stupid enough)

    Did you know that conservative people have a lower average iq than social-attituded people ? many high-gifted in fact quit school because they simply are bored by endless repetitations and stop paying attention to the teacher. thats why we dont linke chartmusic. and thats why we do have the better fun in the bedroom (and outside).

    no sorry, no need for diesel anymore. want better quality 😉

    • Megan

      Wait…so the broad flashing the security camera is gifted? Ah, ok, NOW the ads make sense. Being reckless doesn’t make you a cool fellow, it just proves that Darwin was right.

  • John

    Who came up with this idea? the guys at advertising at diesel.
    Why? to make money.

    • briantw

      They won’t make any of mine, that’s for sure.

  • The Key Demographic

    They’re just trying to find a way to say what Ms. Frizzle said best, “take chances, make mistakes, get messy,” but their choice of word was very poor.

    No need to glamorize stupidity, especially in our already oversaturated western culture, but what really gets me is that the people behind the campaign at Anomoly London look nothing like what they are trying to portray. They’re middle aged, balding, and ‘smart’ly dressed, and it’s hard to believe they have a sincere investment on breaking the barriers of culture, rather than getting paid at the end of the day.

  • Mat

    This was one of the best posts I’ve read on the subject. I just found your blog when I was busy with doing some research on the internet. Anyhow, felt the urge to let you know I enjoyed this site and keep on doing what you’re doin. And dont forget, enjoy the adventure.. don’t focus so much on the destination. Yours, Mat

  • What a load of crybaby bleacher seat rhetoric! Exploiting the teenager? It’s just advertising, moron, and they happen to be the target(i.e.$) audience in just about all. I can’t believe how philisophical some of these comments are trying to be, when they are coming from a different planet it seems. So what if ‘stupid’ sells? Seems to me it’s pretty clever, more so than say the “Just Undo It” 7-up campaign that lived a short life and never got into the lexicon.
    Being ‘stupid’ is like me saying ‘fu** you’. I really had no intention of you performing that or me seeing it, it’s an expression that can be interpreted different ways depending on your point of view. I think people can relate to it, and others,simply can’t. Because of their ‘smarts’ they have little clue when faced with irony,metaphor or sarcasm.IMHO.

  • hrdina

    being stupid means taking risks, doing something that is against the odds, and spending money on things you don’t necessarily need. Making smart, conservative choices is the opposite. Ride your bike, eat organic food, save the whales. People don’t care and drive Hummers and eat McDonald’s. Being stupid is ignoring everything and living the way you want to and without limits. This ad is not sexist. Women are sexier than men and are women. Topless men and a women in a bikini are not equal images. You don’t simply put a shirtless man in an ad to make some :balance: that YOU think exists. Think about what you’re saying, don’t just say things because you’re upset and need to find a reason to hate.

  • AD maker

    “Be Stupid” changed meaning here. As smb said earlier it tries to change the perception of the word and therefor it’s not meant to be taken literally. It’s trying to say: Don’t be afraid to look stupid, for what everyone calls stupid-things-to-do sometimes are brave, creative and innovative things. So if being called a stupid is whay it takes to be true to yourself and acomplish what you want to do (even if it is an idea to have a little fun or an action to get something that’s important for you) just go ahead and let them call you a “stupid”. They will never feel like you feel. Perhaps it is true that they should have chosen, in some cases, a bit different examples. But I think, generally, it works, for examples here are not to be taken literally. Besides, it really worked for them because their brand is overtalked about just because of this campaign so that’s good publicity. Finally, for those who put in doubt the probabble increase of the clothe’s brand selling let me say this campaign’s porpouse is not exactly it. This is what´s called “branding” in advertising world. It means to get the brand a personality, comunicating its thoughts, it’s atittude, it’s values; giving it a position in market (even if it’s just for a year season). Not just trying to sell a pair of pants. Ok?

  • NyahNyah

    Man oh man, talk about someone’s joke that someone else will take seriously! I’m not sure how deeply you Brits resent being called “stupid”, but even if this Diesel ad campaign crashed and burned in the UK, it would actually be EMPOWERING here in the States. That’s because since the Reagan years, unintelligent people have been trying to de-stigmatize stupidity. It’s practically an unofficial movement. In the US of A, a lack of intelligence is not a mark of shame, but a badge of pride. Want proof? Look how we Yanks have managed to flush our economy down the loo (to use a Briticism) and we want to make sure it stays there.

    BTW before some of you get all negative about the emergence of Homo estupidus… consider that STUPID PEOPLE GET MORE ENJOYMENT FROM SEX. I’m not pulling your pud. Put 2 and 2 together and you’ll figure out why there are so many stupes running around in the US. Almost makes you want to go out and get a lobotomy so you can join in the fun.

  • Nikki

    I think this is pure amazing. This is ad is what live is about:}

  • Alice

    I like these commercial; they’re clever, but this kinda’ defeats the point, doesn’t it? I saw these commercials in an ezsaver shop. They’re funny, but I still prefer to stay smart… 😛

  • White malteaser!

    I LOVE THIS!!! all you people who are analysing this soooo much and getting soooo uptight are BORING!!! live a little its a funny advertising campaign! why do you care that much its a bit if fun lighten up says alot about yourselves loool

  • jovii

    i love the ads!!.. i work as creative vm for ck….
    and for all of u analysin the ads so much…atleast they got u talkin abt it…
    now thts good advetisement…

  • Arun

    The latest in this campaign is a crazy event in London tomorrow – dressing up as animals, live art on a huge noahs ark and a world record to boot. Register on the Diesel facebook page and head to Allen Gardens near Brick Lane tomorrow!

  • I for one absolutely love this campaign as well as the photographer who was Nirrimi Hakanson. She is absolutely amazing and I think this campaign continues to showcase her talents.

    As some people have mentioned the negativity of these ‘reckless’ and ‘stupid’ behaviours and images. Perhaps they are, but at the end of the day, it is just another piece of art. As a teenager, this campaign isn’t going to make me want to do things to the extreme, but it does make me want to be spontaneous and try things in life. After all, we only live once.

  • Alta

    This ad managed to offend me so much that I will not buy the shoes that I adore at diesel store. Really messed up. This brand is never going to recover from this stupid image set in my mind now.

  • II

    I just love this campaign! smart has the brains, but stupid has the balls. smart has the plans, but stupid has the stories. smart says no, stupid says yes. omfg asdasdasd I LOVE DIESEL <3

    • Stupid my ass!

      you seriously scare me! what is society coming to?!

  • Alan

    Seriously I freakin’ LOVE these, their imaginitive, clever, creative and inspiring, they’re not trying to tell you to ACTUALLY be stupid, stop takig it literally people, it’s trying to show you that you need to take chances and be who you are, do what you want, not what you should do, it’s about inspiring people to live life to the full and have a bit of fun in your life. I’m one of those stupid people who do stupid things on a daily basis, and these make me feel great because rather than doing what society does to things that are not the norm, it embraces these and says ‘yeah, it might not have been inkeeping with everyone elses ideology of behaviour, but it’s who you are and it’s AWESOME that you can run around and be happy.’

    that is all.

  • ab

    hey instead os stupid u can use the word porn…sounds better..classic

  • matt

    Im a pretty well known in london as being an avent garde art director and let me tell you these ads aren’t smart at all – they are lare lazy american advertising that are waiting for some reaction but the only reaction they will get from me is nothing.

    • Pretty Avant Garde hey…? Why don’t you leave a link to your site then? This campaign was a huge success in many countries around the world_ Everything about this campaign is awesome, the art direction is great_ the copy is great. The entire campaign did what it should do, hence all the international awards it won.

  • joy

    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.

  • Jose

    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.

  • Sophia

    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!

  • Laura

    Actually, I can’t see a bad intention. It’s just a campaign so you read, you decide.


  • 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!!

  • andrey phoenix

    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-and-have-a-doobie

    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…