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CAMPAIGN in association with
Diesel – Be Stupid
Developed by Anomaly London, Be Stupid includes TV, press,
outdoor, digital and viral activity.
The new Diesel ‘Be Stupid’ campaign was the first to grab my
attention in early 2010, and not just because it seems to validate
those first few sluggish back-to-work days where you struggle to
remember your password, never mind come up with a great idea.
Created for the famously risqué brand by Anomaly London, ‘Be
Stupid’ has been generating plenty of buzz since its recent launch,
thanks to the arresting headlines and graphic visual style used in
the print ads. Lines like “Smart may have the brains. But stupid
has the balls” and “Smart says no. Stupid says yes” encourage a
brave, impulsive way of thinking and grab the attention even with-
out the quirky, typically Diesel photography used alongside them.
However, it’s through the campaign’s website that the idea really
comes to life. Visitors to www.diesel.com can first view the ‘Be
Stupid’ brand film, an engaging piece created entirely in kinetic
type and with a custom music track, before going on to get
involved with the recruitment part of the campaign.
This encourages consumers to participate by uploading videos
of their ‘stupidity’ to YouTube, and promises to recruit creative
individuals to feature in a new Diesel music video. The site also
has some nice features such as a gallery of the print executions
(not all of which, I’m guessing, made it to press) and the ability to
share any of the content through social networks.
Yet beyond this, ‘Be Stupid’ seems not to have fully realised its
potential online. The creative idea presents exciting opportunities
for further integration with social media as well as viral content and
interactive advertising. However the campaign is still in its infancy,
so we’ll give it the benefit of the doubt for now, and look forward
to the introduction of more ways to interact with it over the rest of
the year.
I don’t know about you, but I’m with Stupid.
Catherine Flynn is digital director at
Rothco.
36 Marketing Age Volume 4 Issue 1 2010
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