Diesel: Be Stupid

Smart has the plans, stupid has the stories

I’m not usually one to comment or pay much notice to advertising campaigns, but the new Diesel “Be Stupid” campaign really caught my eye. Essentially, the outcome/action is a collection of 30 something images (mainly provocative) that you can share on Facebook with your friends, the one above, and the tag line below were my favs.

Smart listens to the head, stupid listens to the heart

The way they’ve done the images, focusing on the ‘creativity of stupid’ maybe, I believe creates little mini stories, which is cool. Even today, I think imagery is often looked. It can be so powerful given some thought.

But what I think I really like is by sharing these photos users get to share that story as express themselves, even just for fun – it’s not all emo crap ;)

My only issue is around finding where those images are, it’s not exactly right in front of you sort of thing. And why isn’t this video in a YouTube format so I can share it again? Anyway, check it out.

Update: The Inspiration Room have also done a critique.


Jye Smith is currently the Digital Strategist for Weber Shandwick Australia. Ranked in B&Ts 30 Under 30, he's a regular keynote speaker and workshop facilitator who specialises in digital strategy, social media marketing, and change management.

There are 6 comments for this article
  1. Gavin Heaton at 1:11 pm

    Yeah, I quite liked these. Of course, I saw someone say (on Twitter), “yeah you’d have to be stupid to pay the price for Diesel clothes” – but any tag line can backfire.

    It’s good to see people playing with their brand communications in this way. I hope they extend it further. That would be cool. And surprising.

  2. Jye Author at 1:57 pm

    I’ve been thinking about them all week. I’ve come to the conclusion that while I like them, something about the ‘stupid’ part is a bit obtuse.

    Like when I’m thinking about their audience etc. as free spirited as they may be, it’s still a bit too blunt, rather than sleek or urban .

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  5. Michelle at 6:41 am

    Yeah, I quite liked these. Of course, I saw someone say (on Twitter), “yeah you’d have to be stupid to pay the price for Diesel clothes” – but any tag line can backfire.

    It’s good to see people playing with their brand communications in this way. I hope they extend it further. That would be cool. And surprising.

  6. jean diesel at 7:18 am

    Stupid is smart, reported by fashion house and famous jean brand name DIESEL. After their provocative ads campaigns and sex sells philosophy to help keep them on the top, It’s no surprise that their newest ad strategy “the stupid philosophy” is every bit as avant garde.