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.”

  • Fher

    I recommend this new app from Diesel, Be stupid at work. Awesome!


  • caroline


  • Stupid my ass!

    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!

  • LMAO

    Be stupid. Buy Diesel.

  • sophie

    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.

  • bagyo

    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.

  • Gerae Stack

    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!

  • Oliver

    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 !

  • Adrianna


    Smart has the loving realtionship, stupid has the STD.

    “Smart had one good idea. And that idea was stupid.” Really? so the iPad Cellphones, Laptops, TV, 3D…they were all invented by idiots? i don’t think so.

    @Oliver, Gerae Stack, and Sophie;
    You all say Diesel is just telling us to have a little fun? Be stupid? Live a little? That’s what you’re saying, yes?
    Dear lord.
    You can BE SMART and have a life. You don’t have to have sex to have fun. You don’t have to have make-out sessions to feel happy. Why not try a movie-I reccoment ‘Hugo’, ‘Coraline’, mabey wait a little while for Pixar’s ‘Brave’ to come out? Reading’s great, i love to read. I don’t think i’m going to stick my butt out for the men to admire, especially through that smiley-face thing. Wouldn’t that hurt? I mean, honestly. Who’s sticking out of the mailbox, smart or stupid? I hope it’s not stupid, he really needs the brain cells he has left.

  • Mr. Bro

    We have some haters, I see.

  • Neo

    This campaign was not created by stupid people!

  • A PR and Marketing Professional

    There’s always some boring fart that sits behind there laptop at home, probably in there pyjamas, likelihood of being a marketing professional extremely slim, that suggests that there’s “far more creative ideas out there that don’t offend people”. Please by all means, create a campaign that doesn’t offend people or suggests that teenagers should become stupid, that gains the brand global status as a leading premium denim retailer with a quadrupled amount of following on social platforms. Please, be my guest.
    Good news is Diesel’s target market are not “teenagers” so you needn’t worry yourself that “teenagers” are looking at these ads and taking every single image or text literally. Also, give the teenagers some credit! How often did you see ads in print or on TV as a teenager and thought that the brand was instructing you to do something?
    By the looks of it, some brand out there must of told you to be a boring fart and you’ve just proved your own theory.