Wednesday, January 06, 2010

DIESEL's new NYC campaign: STUPID.

(click images, via) Be Stupid. Well, it's the most straightforward strategy ever(?) from the Italian brand. And they've blanketed some Times Square subway stations with their new stupidity. Are you stupid enough to challenge a Siberian tiger while wearing $360 distressed jeans? Then, I guess this campaign must speak directly to your stupid heart. Agency: Anomaly. Previous DIESEL campaigns: Quique the Head. Furry Sex. Pete the Meat Puppet. Steers & Queers. The FUCK YOU Angel.


Anonymous jing said...

I like it. I think it appeals to a certain inner desire to do crazy things. that's why people watch comedies and relate to the dumb dudes yeah?

8:45 AM  
Anonymous Forrest Gump said...

"Stupid is as stupid does"

11:12 AM  
Anonymous Anonymous said...

I think it's retarded.

The pictures are great (if ripped off as is nearly always the case nowadays - unless they actually went to the source for once, but I doubt it)

But what does it really say? Stupid is just them saying 'cool' vs 'not cool'

I mean, sure you can say it's very simplistic and there's it's worth, but I for one am bored of advertisers trying to make pointless grand standing statements that comment on nothing but the pointless message to any of their communications....

(rant over)

7:01 AM  
Anonymous Anonymous said...

Anonymous - Retarded?

Did you even look at those images, let them sink in... Yes marketers are trying to pull us in, no kidding.

But it's nice to see good creative with a message that inspires you... if only a little bit. Diesel, Apple, Nike, Etc. all do this well.

Hardly retarded, finally something refreshingly to the point.

2:50 PM  
Anonymous Anonymous said...

How about be "crazy" or "daring" instead?!! Are we glorifying dumbness? Lots of that going around these days. What's next? Citibank 's campaign, "Borrow more than you can ever afford?!" Oops, we already had that. I guess we ARE stupid.

12:36 PM  
Anonymous Anonymous said...

Why all the anti-intellectualism?!

12:39 PM  
Anonymous Anonymous said...

Look closer, Stupid is not being used literally here... the right people will get that. Stupid would be a cheeky way for saying - daring, creative, inspired...

Most ideas that we end up loving sound very STUPID in their inception...

Stupid does not mean Dumb.

Diesel is always a bit more clever than that...

2:25 PM  
Anonymous Anonymous said...

@Anonymous above me

Well, yeah, I think most of us get that...but do the truly stupid get that? Or do they think this is a genuine compliment towards their book-hatin', nihilistic ways?

It's the exact same reason I hate Lady Gaga...sure, I "get" her act, but do her fans?

10:11 PM  
Blogger Short Round said...

What bothers me is that ultimately it's just plain incoherent. Yes, they're redefining "stupid." But they're redefining it in a way that's essentially vapid and meaningless and (surprise, surprise) just about trying to sound sort of cool.

Further denigration available here:

5:10 PM  
Anonymous keem said...

The best part of the campaign is that the company is literally mocking its own consumers and laughing all the way to the bank.

It's like being on a bluetooth headset and cussing at people right in front of you under the guise of being on the phone, only to have everyone buy it.

Then theres people who read more into it. 'No, it's not stupid, it's so highly philosophical' - ultimately retreating to the point that those people are, also, stupid.

This campaign is genius.

11:31 AM  
Anonymous tom said...

Do we know the what agency did it?

8:13 AM  
Blogger copyranter said...

As I wrote in the post, it's Anomaly.

9:13 AM  

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