I was perusing through GQ magazine the other day and came across the Diesel "Be Stupid" advertising campaign. I got a kick out of some of them, I hope you do too. You can check out Diesel's website to see their entire "Be Stupid" campaign. Here are my two favorites:
Smart critiques, Stupid creates... Be Stupid.
Smart has the brains, Stupid has the balls... Be Stupid.
The "Be Stupid" ad campaign is really interesting and truly (if not ironically) very clever. Diesel is really trying to do more than market clothing, they are attempting to market a lifestyle and a worldview, and one that people are very willing to buy into. Their ad campaign essentially says "you can think if you want to, and its not a bad thing, but you don't have to think... and honestly the less you think the more interesting your life will be. In almost every single picture for the campaign the "stupid" people are the ones seen having fun, being successful, and getting the girl(s).
But we all know that in the real world that's not the way it really works. Stupid people are not successful in most cases (with a few exceptions). But people want to believe that they can be stupid and be successful, because being stupid doesn't require effort. It's easy and anyone can do it. People do not want to work to attain their goals, if they did then the lottery would not be a successful enterprise.
The contrast between the first and last comment in each statement creates a rift, a gap that separates the stupid from the smart and idolizes the stupid. The stupid are seen as the victorious and the liberated while the smart are seen as failures and repressed.
This ad campaign reveals a lazy side of human nature that doesn't want to work, doesn't want to struggle, and doesn't want to think. It shows that people for the most part would much rather "Be Stupid."
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