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« Smart critiques. Stupid creates »

Posted on: mars 15, 2011

Have you seen those Diesel ads that extol the virtues of stupidity?

Diesel and their new ad agency Anomaly have launched a new ad campaign which includes video, print, outdoor and viral commercials. The tagline ‘Be Stupid’ declares Diesel’s new philosophy that it’s way more interesting to be stupid and gave fun than be smart and live a boring life.

Despite the promotion winning some awards, the ASA (Advertising Standards Authority) have judged that this new campaign, showing women in bikinis (an example among others more shocking…) is unsuitable to be seen by children. Diesel argued there was nothing within the content of the ads that was offensive and that they did not contain any provocative nudity beyond the usual amounts shown in many swimwear, sportswear or lingerie ads. The ASA ruled that the poster ads breached codes on “decency”.

For this campaign, Diesel asked people to contribute to an entirely new and stupid society on a remote island. Six films have been released on YouTube and Diesel Island’s website, created by Santo London and produced by Stink Digital and Landia Films.

Diesel Island’s commercial

Too stupid for you?

For those who are adventurous and have the guts to do something offbeat would love these creative ads.  For me, Diesel launched a brillant campaign encouraging people to look at things in a different way. The other thing that comes in my mind thinking about this campaign is that Diesel is going against the fashion, but through a funny way.

However, because the advertising is crazy (and sometimes judged inappropriate), it could appear as another example of how the media tries to brainwash young minds into thinking that by doing “stupid” things you’ll automatically be considered cool/sexy/artsy. And you, what do think about this new campaign?

 If being stupid is the new way to be, what could be expected from the next campaign?   

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1 Response to "« Smart critiques. Stupid creates »"

Great post – thanks for drawing this to our attention. And actually that’s what it’s all about. Advertising has become so slick, so expensive to produce that it must be a nightmare being a creative director in an ad agency and trying to come up with something new!

I’d like to know more about the financials behind this…. how much is the ad campaign costing. Who are the people behind the Diesel Island films? What is their financial track record. Any big stars taking part – how much do they cost? How have Diesel’s sales been going in recent years – is this campaign a sign they are getting desperate to ward off competition from cheaper clothes makers?

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