Stupid is as stupid does in Diesel campaign

Diesel's new campaign from Anomaly New York is just plain stupid. The risqué work celebrates stupidity as a kind of liberating antidote to intelligence, which, as we all know, can really ruin a good time. According to the brand's "Be Stupid Philosophy" clip posted below: "Stupid is the relentless pursuit of a regret-free life. Only stupid can be truly brilliant." The memorable ad above shows a woman lifting her bikini bottom to take a snapshot as a lion approaches from behind. The headline: "Smart may have the brains. But stupid has the balls." See a couple more ads here. One shows a guy suspended several feet off the ground, his head wedged inside a mailbox. Copy reads: "Stupid might fail. Smart doesn't even try." "Be stupid" is probably a good message for the intended audience. Folks willing to pay top dollar for the Diesel label, believing the brand's denim is better than anyone else's, can't be rocket scientists. UPDATE: In a related guerrilla PR stunt, Diesel just sent a guy over to AdFreak's NYC offices dressed stupidly in a blond wig and with scotch tape all over his face. Eyewitnesses described him variously as looking like a "serial killer victim" and a "pig-faced transvestite after a particularly long, wild night." God, that's stupid.

—Posted by David Gianatasio

Publish date: January 19, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT