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.
2 Comments
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.
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 .