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Diesel Gets Stupid

 

Posted on January 19, 2010
Angela Natividad

 

Diesel’s got a reputation for throwing all its weight behind unlikely slogans that make us cringe or smirk ironically, but mostly cringe. (An example that comes to mind is "Are You Alive?", the campaign for its Fuel for Life fragrance.)

Its latest effort presents us with an all-new reason to make WTF-face: Be Stupid. Dreamed up by Anomaly/London, it’s composed primarily of larger-than-life posters featuring people in extraordinary or bizarre situations and flanked by slogans like "Smart critiques. Stupid creates," "Long live stupid" and "Smart may have the brains. But stupid has the balls."

Conveniently, none of this compromises the brand’s image preference for hipstery, brash and beautiful co-eds. Who but a wasted college girl would take a sec to immortalize her bush in the pridelands?

The video below is a good, if absurdly long, distillation of the brand’s hawt new philosophy. Also check out YVY Mag for print variants.

What’s your gut take — stupid or savvy?


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Comments

1. Tuesday 19 January 2010 attime 14:50, by Tenoli

I’m not sure how long I’d have to stare at the print ad before I’d realize she wasn’t trying to take a picture of her "balls". Is that part of the whole idea?

I think without the video, the print ads wouldn’t make as much sense. I think it’s interesting how they took something negative like "stupid" and attempted to make it an aspire-able trait. After watching that, I might just want to be a little stupid myself.

2. Wednesday 20 January 2010 attime 11:01, by Angela

Oh, is THAT what she was doing. =P

3. Wednesday 20 January 2010 attime 11:11, by Freek :: lg gw 620

What a great campaign! The poster above is funny but one Ivy Mag there are some wonderfull ads! Tenoli is right when he says that it is special that Diesel is able to give a twist to the meaning of the word "stupid". Now everybody wants to be (with) stupid!

4. Thursday 21 January 2010 attime 02:40, by manny :: oddly enough.. I like

I have to admit... I like the tongue in cheek approach. Suddenly... stupid is in, and I’m ok with that.

5. Tuesday 9 March 2010 attime 21:23, by Smumzie :: http://smumziesplace.wordpress.com/

I believe the word they were looking for is "innovative."

They’re trying to rebrand stupid as innovative?

For what purpose?

Who among their target audience would actually fall for that?

Ah, wasted co-eds who photograph their naughty bits in the pridelands.

Alrighty then. Carry on.

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