Diesel says: Be Stupid
As a new campaign slogan, Diesel has chosen… Be Stupid.
At first sight, this idea is, well, stupid. It really comes across as a dumb, attention-seeking catchphrase with no real meaning behind it. In the video accompanying their new manifesto, however, Diesel explains that being smart is taking safe choices, being stupid is taking risks. “Stupid is the relentless pursuit of a regretless life.” – a statement I actually quite like.
The print campaign is a series of images with people doing stupid things accompanied by stupid slogans. Unfortunately, their new manifesto barely comes across in them, and they are often merely a bit childish.
View the whole campaign here.
