By Penny K
When was the last time someone told you it was ok to be stupid?
Probably never before.
Well, Diesel’s “be stupid” ad campaign redresses that.
But the campaign proved to be not all stupid as it bagged the Grand Prix for outdoor advertising at this year’s Cannes Lions International Advertising Festival in France.
The ads for the Italian jeans company play on a reverse logic. There are two kinds of people in the world: those who think with their head and those with their heart and Diesel’s ads go against the grain and say it’s ok to go with what the heart wants.
Attention-grabbing slogans presented all in caps such as, “Smart may have the brains, but stupid has the balls”, “Smart critiques, stupid creates” and “Smart has the plans, stupid has the stories”, is punchy, to-the-point, and provocative.
Some may say the ad campaign glorifies a reckless lifestyle but if being stupid looks this good, hell, I think it’s brilliant.