Diesel Stands for Stupid

“Be stupid,” Diesel proclaims. Profoundly.

In their new campaign, Anomaly Advertising Agency in London blasts this anthem in print, outdoor and on the web. The ads are bright, outrageous and youthful, continuing its long history of provocative campaigns. Online, the Diesel website gives consumers the chance to submit their own “stupid” act, maintaining the rebellious energy of the brand but with a spin; the campaign involves the consumer more than previous campaigns have, a familiar tactic in advertising today.

With lines like, “Smart says no. Stupid says yes,” “Smart critiques. Stupid Creates” and “If we didn’t have stupid thoughts we’d have no interesting thoughts at all,” Anomaly positions Diesel in the realm of the wild, creative and unrestrained. The campaign has received a lot of attention within the industry, and as far as tweets go, viewers are responding favorably. Gavindevlin tweets, “Ironically Diesel’s ‘be stupid’ ads are very clever.”

Wieden + Kennedy’s “Go Forth” Levi’s campaign preceded “Be Stupid,” and also called for liberation and expression. The current trend in approaching younger consumers poses the question: does advertising create culture or does it merely respond to existing movements? In Diesel’s case, the answer is both. With “Be Stupid,” Anomaly taps into the current explosion of consumer-created content, of young people making sure they are heard—in writing, video or whatever means they can. The campaign reinforces the consumer voice but it also gives them a platform to use it.

And if, according to Diesel, “Stupid is the relentless pursuit of a regret-free life,” who doesn’t have something stupid to say?