Making Stupid creative with Diesel
By Steve Mullins. Smart campaign? Diesel is going global with its Be Stupid brand campaign. Much of what we’ve seen to date has been splashed on posters featuring beautiful people doing very Be Stupid things. But the brand is promising to go 360 on this, and we’re set to see Tee shirt giveaways, subway station dominations, Diesel store window takeovers and a few surprises leading consumers to ‘fun innovation and new discoveries’.
And the brand reckons Stupid is pretty clever.
“How many times have you been told to quit acting stupid?” Diesel tells us. “But in the end, sometimes being so-called stupid was actually smart. Be Stupid is a synonym for being brave, taking [a] chance, following your heart. Ignore the can’ts, don’ts and won’ts of this world and Be Stupid – go the unbeaten path with Diesel and you could have the opportunity to create something new, unique and ultimately brilliant.”
You want to Be Stupid? Then a good place to start might be The Official Be Stupid Philosophy video.
Want a manifesto to hang this on? Don’t worry Diesel has such a thing. It’s too long to reproduce here – stupid ain’t simple, you see – but you can have a snatch:
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.
And the brand has been recruiting. Creative and doing something particularly stupid? Then Diesel wanted to hear from you. All you had to do was upload your stupid video to YouTube to maybe feature in the planned Be Stupid music video.
“To be stupid is damn hard work. You know the odds are against you and sometimes you will fail, and spectacularly so.”
But that’s just what Diesel is encouraging. You know what to Be.
