I stole this title from this article about Diesel’s new advertising campaign and transformed it a bit . I did it because now it perfectly reflets consumers’ reaction on “Be Stupid” campaign. It is interesting that non-English speakers in majority like the new message. Stupid or smart, you decide.
Firstly, meet Bruno Collin, Diesel’s new artistic director (the guy in blue).
If you like trendy French press, you know who he is. He’s a founder of WAD, a French quarterly magazine about urban fashion and culture, he’s also a former editor in chief France of Sportswear International, a communication expert and a familiar figure on the Paris nightlife scene. Bruno Collin replaced Wilbert Das who left the Italian fashion brand late last year. “More than ever, I want Diesel to express its DNA in the most up-to-date and innovative ways. We needed a big creative change. I’ve been following Bruno for a long time and I believe his work, his ideas, his know-how and taste are a perfect fit for Diesel. Innovative brands should be managed like magazines, with a strong and unique identity. We have a Diesel lifestyle we want to project, and we need an artistic director, a more modern figure that will act as an orchestra director,” – said Renzo Rosso, Diesel’s founder.
“Be Stupid” campaign is the first Collin’s attempt to express Diesel’s DNA. The campaign, developed at Anomaly London (known for their quirky advertisings for Converse One), includes online, press and outdoor advertisements, a digital recruitment campaign for the Diesel music video/2010 catalogue, and viral activity outlining the company’s philosophy.
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
Success or failure, only sales report will tell us. Perhaps, this is the riskiest Diesel’s campaign, at least there are a lot of dissenting opinions.
“I’ve been having many discussions on this campaign, but i feel that if it turned me off to the brand, it will probably do the same to other people. in the end of the day, marketing should leave you with a positive image of the brand, and i don’t think i’ll ever think positively about diesel again. the concept of risk taking is not well conveyed by using the word “stupid”, other than making these very stupid ads indeed [and a stupid business move for diesel]“.
by Matthew on The Inspiration Room.
“Yeah, I get it – be free and do bold things under the banner of bucking convention. But, “Be Stupid”? This is not Nike’s Just Do It – you’re not encouraging impulsive behavior; with the proliferation of social media (e.g. pictures of people doing dumb things) and reality TV, being stupid isn’t necessarily in short supply nor is it uncommon. My take is that you’re just aligning yourself with thoughtless idiocy, as opposed to conscious rebellion”.
by Allan E on Adverblog.
“That’s a good move of Diesel Communication. People are enough smart to say that stupidity is a lot of fun”.
by David on Ask a Copywriter.
Credits: WWD, Fashion United, Diesel
Related Articles
Browse Timeline
Comments ( 3 )
[...] This post was mentioned on Twitter by designcollector and Fashion Comm, Indie Chic. Indie Chic said: Are You Stupid Enough To Buy Diesel? | Fashion Communication http://bit.ly/dokifJ [...]
Tweets that mention Are You Stupid Enough To Buy Diesel? | Fashion Communication -- Topsy.com added these pithy words on Jan 29 10 at 2:56 am[...] New Diesel’s art-director Bruno Collin came up with new advertising and viral campaign “Be Stupid“… Read more on Fashion Communication blog [...]
DIESEL - Be Stupid | mstock added these pithy words on Feb 03 10 at 8:25 amlinds added these pithy words on Feb 04 10 at 12:36 pmThe objectification of women is my main concern here. Acting stupid/degrading is not something that should have to sell jeans. This to me is not creativity, it’s a sign that this company has run out of inivative ideas. I have never bought a diesel product becuase they never caught my attention. Now they have in a negative way and I plan to 1 never buy a product ever ever ever and 2 tell people to not buy their crap so they would make a differnece in the world.
Diesel has not made positive history in advertisement. That is why I think they are officially deemed Garbage BRAND!!!! Maybe they should use TRASH cans as 2010-11′s ads! Pathetic!
