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Urban Culture

Stupid Can Be Truly Brilliant – Diesel

“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 didn’t have stupid thoughts we’d have no interesting thoughts at all. Smart may have the plans but stupid has the stories

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.”

Have you seen the Diesel campaign which was launched back in 2010?

We know it’s old news, but we couldn’t not share with you this hilarious ad campaign that encourages consumers to take risks and move beyond the smart and sensible. The “Be Stupid” campaign included online, press and outdoor advertisements featuring “stupid” acts.

The Diesel “Be Stupid” campaign won an Outdoor Grand Prix at the Cannes Lions International Advertising Festival. Renzo Ruzzo the founder of Diesel has built a global brand with a strong unique identity. Renzo has a book on the theme “Be Stupid for Successful Living”.

This fun, creative campaign is able to both excite and astound many. Although many found it controversial, it has often been defended by saying the images show a very strong and unexpected image of femininity.

In order to keep up with their controversial and out of the ordinary image, Diesel has released an online video featuring sunglass-clad model dogs promoting the brand’s 2012 Eyewear collection. Based on four of the designs from the new collection, each set of eyewear is given its own unique attitude and environment: the glamorous Flirtini, the rugged Bad Max, the retro Love Bug and the cold-as-ice Steeling Bullet.

What’s bizarrely brilliant is that, apart from the species of the models, each scene in this spot is exactly like a million other fashion ads you’ve already seen—same overused setting, same dramatic slow-motion shot, same electronic beats. But with some strategic recasting, Diesel turns an advertising cliché into a parody. Or maybe they just thought it would be easier to work with dogs than a bunch of strung-out models.

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