It seems there are mixed opinions on Diesel’s new “Stupid” ad campaign. In my opinion, on paper it reads like a clever marketing ploy. Read Below:
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
Although I don’t see how having a hangover correlates to bravery and risk taking, in theory, I love this ad campaign. I’m all about embracing free thought and creativity and I think this ad campaign is attempting to build upon similar concepts. The only issue I’m having is with Diesel’s visual execution of the message. If I ever caught a girl on a ladder flashing her boobs into a security camera or a guy with his head stuck in a mailbox I wouldn’t label them courageous risk takers who aren’t afraid of failure. I’d more likely point fingers and laugh at the idiocy while assuming they were under the influence (I’d also steal a quick pic for facebook of course). These images effectively depict “Stupidity” for all the wrong reasons.
Overall, it’s a perfect example of an excellent concept with horrible execution.
- DJ Auarcle