I was shopping at Carnaby Street one day when the window display at Diesel caught my eye. I took a photo of it, and then forgot all about it till I saw it again at Covent Garden, got really intrigued and came home to google it.
“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 world’s greatest deflator. The world is full od smart people. Doing all kinds of smart things. That’s 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 plan, 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.”
It’s absolutely witty and inspired! Diesel recognizes that consumers today want and need so more, not just an advertisement telling them what they want or what to buy. This goes against the norms and offers something fresh. Along with the myriad of beautifully designed print ads, Diesel rolled out this campaign with a competition looking for 100 creative individuals with “stupid” acts to be featured in a campaign music video. My favourite campaign in a long time, and if I were you I’d click HERE to see more. BE STUPID!!!!